The Story

Alterra to Colectivo

Colectivo Coffee

From jsonline:

Alterra (now Colectivo) is a popular Milwaukee area coffee roaster and retailer. It was also served on Midwest Express when the airline was “the best care in the air”.

Alterra recentley concluded an agreement with Mars, Inc to sell the Alterra name to Mars….not the Alterra business just the name.

The reason Mars bought the name was the story behind the Alterra brand and upon which Mars can build the their coffee business now called Alterra.

According to the Colectivo owners nothing has chaged….only the name….though certainly creating controversy about the name change….at least in Milwaukee.

The lesson: The importance of the story in brand awareness.


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