Wine alternative Non launches in South Korea’s Michelin-starred restaurants
Alcohol-free drinks brand Non has secured listings in 10 of Seoul’s top Michelin-starred restaurants through a partnership with Merchant International.
Non has made its debut in South Korea with listings at a number of Michelin-starred restaurants and luxury hotels across the capital.
The Australian brand, launched by Aaron Trotman in 2019, has partnered with Merchant International to bring its core range to the Four Seasons Seoul as well as a number of restaurants recognised by the Michelin Guide.
Non will introduce its flagship products to Korean consumers, including Non1 (Salted Raspberry and Chamomile) and Non3 (Toasted Cinnamon and Yuzu), both crafted from real ingredients including fruits, teas, spices, and herbs.
Josh Cho, co-founder and managing director of Merchant International, highlighted South Korean consumers’ appetite for non-alcoholic options. He explained: “In Korea, it’s still common to see people drinking soft drinks during special occasions – even when paired with fine food.”
However, Cho said he believes Non can “change that”, refocusing consumer attention on premium non-alcoholic alternatives rather than soft drinks.
Trotman, founder of the sero-alcohol, vegan and gluten-free brand, said he is excited to see Non “embraced by such an elite group of restaurants”, praising South Korea for its “world-class” culinary scene.
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He said: “Our mission has always been to elevate the non-alcoholic experience, and Korea’s openness to innovation makes it a perfect fit for our brand.”
The Michelin-starred restaurants now listing Non’s flagship products include:
Alla Prima (**)
Jungsik (**)
Soigne (**)
Legume (*)
Vinho (*)
L’Amant Secret (*)
Eatanic Garden (*)
Yun Seoul (*)
L’Amitié (*)
Bicena (*)
Non’s launch campaign will continue through Q4 2025 with curated tasting events, chef collaborations, and retail expansion plans.
The brand also recently announced an addition to its range. Non9 Oaked Blackberry & Plum has been developed as a chilled red wine alternative.
Made at Non’s Melbourne headquarters, Non9 is made with blackberry, Stanley plum, tamari, French oak, fir pine and Victorian Shiraz grape skins.
The brand developed the new pour as an alternative to red wine with a particular focus on food pairing, and recommends it alongside steak, ragù or flame-grilled vegetables
“Everyone’s been searching for a non-alc red that holds up to food – something with grip, complexity and actual flavour,” said Trotman. “This isn’t wine without alcohol. It’s a new experience, built from the ground up.”
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