By Jeff Sherman Staff Writer Published Feb 29, 2012 at 12:22 PM

Alterra Coffee Roasters is launching its new loyalty program so it's time to trade in those paper coffee punch cards.

On your next visit to any of its 11 and growing locations, you'll get a new plastic loyalty card that needs to be registered online. It's easy.

Indeed, the days of losing those paper punch cards will soon be gone, and as of May 30, 2012 they will no longer be valid.

The new plastic card (complete with fake coffee stains) is swiped with each visit as you continue to earn points for beverage and bulk coffee purchases. And, no worries, "double punch" Tuesdays aren't going away as you'll still get two points for every beverage bought on a Tuesday.

The new point system is similar to the current punch program, but it's based on dollars spent not just drinks purchased.  Specifics on the program are here. And, in order to qualify for a free bag of coffee on your birthday, "you must be an activated or registered user and accrue 20,000 points in a 12-month period." 

And, while I'm talking about Alterra congrats to everyone there on making "Food and Wine's" list of "America's Best Coffee Bars."


Jeff Sherman Staff Writer

A life-long and passionate community leader and Milwaukeean, Jeff Sherman is a co-founder of OnMilwaukee.

He grew up in Wauwatosa and graduated from Marquette University, as a Warrior. He holds an MBA from Cardinal Stritch University, and is the founding president of Young Professionals of Milwaukee (YPM)/Fuel Milwaukee.

Early in his career, Sherman was one of youngest members of the Greater Milwaukee Committee, and currently is involved in numerous civic and community groups - including board positions at The Wisconsin Center District, Wisconsin Club and Marcus Center for the Performing Arts.  He's honored to have been named to The Business Journal's "30 under 30" and Milwaukee Magazine's "35 under 35" lists.  

He owns a condo in Downtown and lives in greater Milwaukee with his wife Stephanie, his son, Jake, and daughter Pierce. He's a political, music, sports and news junkie and thinks, for what it's worth, that all new movies should be released in theaters, on demand, online and on DVD simultaneously.

He also thinks you should read OnMilwaukee each and every day.