The inspiration behind NON: Aaron shares his experience with high-quality non-alcoholic drink pairings at fine dining restaurants, including the Clove Club in London, which helped spark the idea for creating sophisticated non-alcoholic alternatives.

NON's unique approach: Aaron discusses creating complex, adult-oriented non-alcoholic options that don't imitate wine varietals but offer a new drinking experience that keeps up with consumer demands today.

Menu placement strategies: Aaron encourages restaurants to update their menus and include dedicated non-alcoholic sections. Restaurant managers should recognise that at least one in four diners now opts for non-alcoholic options.

Australia's market leadership: The podcast looks at the changing landscape in Australia, and how the non-alcoholic drinks market in Australia is ahead of many other countries.

The importance of balance when it comes to flavour: Aaron shares that creating non-alcoholic drinks that are neither too sweet (like children's drinks) nor too dry or bitter like alcoholic beverages, gives them their own unique balanced taste.

Addressing a crucial need: The conversation evolves to a discussion about providing alternatives for people dealing with alcohol dependence or drinking at risky levels, allowing them to enjoy social situations without feeling excluded.