NON Premium Wine Alternative Launches in Korea with Merchant International, leading the charge of Low-Alcohol Innovation

Premium Alcohol-Free Wine Alternative Debuts at Top Michelin-Starred Restaurants and Luxury Hotels Across Seoul

NON, the globally acclaimed wine alternative brand, has officially launched in Korea through a strategic partnership with Merchant  International, marking a significant milestone in the evolution of the country’s premium beverage landscape.

The launch introduces Korean consumers to NON’s flagship products—NON1 (Salted Raspberry & Chamomile) and NON3 (Toasted Cinnamon & Yuzu), both crafted from real ingredients including fruits, teas, spices, and herbs. These expressions offer a layered, elegant flavor profile that pairs beautifully with modern Korean cuisine, and are now available at select venues across Seoul.

The launch comes at a time when Korea’s low- and no-alcohol category is experiencing rapid growth, driven by shifting consumer preferences toward wellness, moderation, and elevated dining experiences. NON’s entry into the market is already making waves, with listings at some of Seoul’s most prestigious fine dining establishments, including the iconic Four Seasons Seoul and Michelin-starred restaurants such as:

  • Alla Prima (**)

  • Jungsik (**)

  • Soigne (**)

  • Legume (*)

  • Vinho (*)

  • L’Amant Secret (*)

  • Eatanic Garden (*)

  • Yun Seoul (*)

  • L'Amitié (*)

  • Bicena (*)

Aaron Trotman, Founder of NON, shared his excitement: "Korea’s culinary scene is world-class, and we’re excited to see NON embraced by such an elite group of restaurants. 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."

Josh Cho, Co-Founder and Managing Director of Merchant International, added:"In Korea, it’s still common to see people drinking soft drinks during special occasions—even when paired with fine food. We believe NON can change that. There’s a clear shift happening: consumers are seeking sophistication without compromise. NON delivers exactly that. It’s not just a non-alcoholic alternative to wine—it’s a category-defining product that brings complexity, creativity, and versatility to the table."

Sarah Soo-Kyung Henriet, Head of Korea for Nimbility, emphasized the strategic timing: “The Korean market is primed for premium non-alcoholic offerings. NON’s success in top-tier venues reflects a broader movement toward mindful consumption and experiential dining. We’re proud to support this launch and look forward to expanding its reach — and proud to work with Merchant Intl as partners.”

NON’s range of wine alternatives—crafted from real ingredients like fruits, teas, spices, and herbs—offers a elegant, layered flavor profile that pairs beautifully with modern Korean cuisine. With its zero-alcohol, vegan, and gluten-free credentials, NON is redefining what it means to drink well, without alcohol.

The launch campaign will continue through Q4 2025 with curated tasting events, chef collaborations, and retail expansion plans.

Apolline Martin