Let’s meet at Colectivo at the Lake.
As OnMilwaukee.com first reported tonight, your morning Alterra Coffee is now Colectivo Coffee. Same great and strong coffee, same locally committed owners but a new chapter and situation for the Milwaukee-born and based coffee roaster.
The name change to Colectivo (co-lec-TEE-vo) was announced Sunday evening at a company wide staff meeting and celebration at The Pabst Theater in Downtown Milwaukee.
As I've written before, I’m an equal opportunity coffee drinker. I do my best to stop at different places every day, and love Stone Creek Coffee, Valentine, Anodyne, my local Starbucks and others. A rise in tides lifts all boats.
Yet, for several reasons Alterra has always had something special about it. Its founders are Milwaukee guys, its Prospect cafe helped shape the East Side and was our second home in the early days of OnMilwaukee.com. Its owners have given back, helped shape design guidelines and neighborhood development, and now are ready for the next chapter in their coffee lives. Plus, I love the baked oatmeal, smoothies and am a big fan of their T-shirts.
Now it is Colectivo. The cups and bags look similar – distinctive and design focused.
How will Milwaukee react to the name change? Employees at the Sunday staff meeting were surprised, but enthused. After the initial shock, I say we’ll all sip it in. Great coffee is great coffee, and honestly I think the new name is a bit cooler. Alterra, after all, also is the name of a senior living resources company. Colectivo calls out for community building and creativity. You’ll notice this right away with the new, yet old Colectivo bus.
As the company celebrates its 20th anniversary, Colectivo reflects where it is going as a company. Coffee is the cornerstone, but as any good coffee place will tell you, it’s about the customers. So, they were inspired on a trip to Latin America by the funky buses used for public transportation called …Read more...