While there is no “safe” amount of alcohol that one should consume, alcohol is not without its social benefits. With fermentation dating back 9,000 years ago, drinking is highly ingrained throughout culture that has been shaped by milestones like US Prohibition laws and the modern rise of health and wellness. But despite this, consumers have been given the choice of non-alcoholic or full alcoholic beverages, with virtually nothing in-between. Enter ALTR, a six-year-old startup founded by design strategist Richard Schatzberger, whose goal is to halve alcohol consumption without changing consumer behavior. This week, HNGRY sat down with Schatzberger and beta tasted ALTR’s latest Velvet Blade membrane technology, comparing a full-strength 15% ABV Beringer Cabernet Sauvignon against a half-strength 7.5%.