Alterra Coffee changes their name to 'Colectivo'
MILWAUKEE - Coffee customers may notice a change in their favorite coffee shop Monday morning. Alterra Coffee will officially be rebranded "Colectivo" starting July 29.
The change was announced to staff and on the company's website Sunday night. The company said the change will not affect their stores or product.
"In reality nothing has changed except the name we call ourselves," the company said.
The name change comes as Alterra ends a relationship with Mars Drinks. The three-year deal allowed the company to distribute using the name Alterra, and now distributes Alterra Coffee Roasters in the United States, Europe and Asia.
For the original Alterra, now Colectivo, the deal allowed them to expand their product and open new stores.
"In 2010 we were presented with a great opportunity to strengthen our company and ensure we could grow and develop as we wanted, even during a period of economic uncertainty," the company said on their website. "We agreed to sell our name – not the company – to the Mars Corporation, retaining full control of our business. After three years of this relationship, we decided it was time for us to move on…thus the name change."
Alterra patrons will notice new signs at the 2211 N. Prospect Ave. starting Monday, and a full transition should be completed by September.
Watch the video from Colectivo explaining the name change, below.
Watch more about what inspired the new name.