MILWAUKEE (WITI) -- Colectivo Coffee, formerly known as Alterra Coffee Roasters, unveiled its new signage Tuesday, August 6th at its flagship location on Prospect Avenue.
"This is a huge relief. It's been coming for months and months. We've been working on this for a long time, so it's great to have done the reveal and can move forward and just do the work we can typically do," said co-owner Lincoln Fowler.
Owners Lincoln Fowler, Ward Fowler and Paul Miller announced the name change last week as part of the locally owned and operated company’s end to a successful three-year relationship with Mars Drinks, a subsidiary of Mars, Inc. The founders sold the Alterra Brand name to Mars in 2010. The move allows Colectivo Coffee to stay local, independent and keep the flavors the same.
"All of those things have changed, but none of the coffee itself or the people has changed," said Fowler.
At the cafe on Prospect Ave., there are new signs, new cups, new labels, even new shirts that say Colectivo. It's a new look that's surprising regulars.
"We've been talking about it and hearing about it, but it's weird that we came here this morning by chance and it's already changed!" said Olivia Gonzales.
"It's cool. It's it's something different," said Kenny Reichert.
While the atmosphere inside the store remains uninterrupted, some of the patrons admitted that calling the place another name will take some time to adjust.
"Talking to a lot of my friends, we grew up knowing Alterra. I think it's going to be the next generation to adapt to Colectivo. It'll always be Alterra to me," said Reichert.
"I'll always call it Alterra," said Gonzales.
The name change will transition over the month of August and be completed by mid-September of this year.
The name change will affect all aspects of the local Alterra Coffee Roasters Inc. business, now Colectivo, including cafes, wholesale roasting, and retail presence. All of these will operate as usual without interruption over the transition period. Mars Drinks will continue to expand their Alterra Coffee Roasters brand name globally.