On this episode of Sipping & Selling, host Joey Chanel sits down with Richard Schatzberger, founder of ALTR, to unpack a game-changing innovation in the wine world: dealkalization technology designed to preserve flavor, aroma, and integrity—while gently reducing alcohol.

Richard shares the personal origin story behind ALTR—after getting sober, he wanted a better option than “subpar” non-alcoholic drinks—and explains how ALTR membrane-based system helps wineries create mid-strength wines (and soon zero-proof) without stripping what makes wine taste like wine. Joey taste-tests two versions of the same Cabernet—a full-strength control vs. a lower-ABV “raw” sample—and is impressed by how the reduced-alcohol wine still delivers the nose, body, and overall experience.

The conversation dives into why red wines (especially Cabernet Sauvignon) are notoriously difficult to dealkalize well, how ALTR plans to expand into spirits (with tequila/mezcal and gin likely first), and why this movement is bigger than just “less alcohol”—it’s about more choice, better balance, fewer calories, and keeping the ritual of wine culture alive for both younger drinkers and older generations cutting back.

Along the way, Richard reveals his deep tech background (early work on camera phones, touchscreen phones, and even Siri’s early origins) and explains why he believes better beverage options can actually help bring people back to the table—more connection, more shared experiences, and fewer tradeoffs.

Cheers to innovation, balance, and a future where you can sip smarter without losing the magic.