29 Jul '13, 1am

BREAKING: Milwaukee’s Alterra Rebrands, Becomes Colectivo Coffee

Feature by Sprudge contributor Liz Clayton, reporting live from Milwaukee. Breaking now with an inside scoop fresher than today’s frozen custard flavor, Sprudge.com is reporting that Milwaukee, Wisconsin’s venerated Alterra Coffee Roasters, originally founded in 1993, have hereby rebranded themselves as Colectivo Coffee . This rebranding effort – a rebirth, really – follows the sale of Alterra’s name and artistic assets to Mars Drinks , which we first reported in April of 2010 . Mars Drinks will continue to use the Alterra brand name for their own international single-serve and office coffee products (continue to look for Alterra frac-pacs at a blood donor clinic near you!), but the Milwaukee-based Alterra roastworks, cafes, bakery, sourcing and wholesale operations will soldier forth under new name of Colectivo. From the company’s official press release: “We have now deci...

Full article: http://sprudge.com/alterra-coffee-rebrands-colectivo.html

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