Colectivo’s the Word

Having lost to Mars, Incorporated all legal claim to the storied “Alterra” label, the owners of the famous Milwaukee-area cafe have picked up the pieces and settled on …”Colectivo.” No really. That’s the new name. Adios Alterra. Bienvenidos Colectivo.

Could this be a sign of the apocalypse, Milwaukee?

Colectivo. Doesn’t really roll off the tongue, does it? “Hey, wanna meet at Colectivo?” No. No. No. We the People can resist. And we must resist. I draw small consolation from the fact that virtually no one is going to start calling the cafes by their new moniker.

Here’s a shot of the newly minted, garish sign at the North Avenue and Swan Blvd. location.  

Here you have it, Alterr… I mean Colectivo Coffee