Jeramey Jannene

Alterra Going International

By - Apr 22nd, 2010 01:49 pm

Alterra Coffee, through a partnership with Mars Drinks, will now be available worldwide for the Mars FLAVIA single-serve system. Mars purchased the global rights to the Alterra brand and will market and produce the single-serve coffee. Alterra will remain a local, independent company that Milwaukeeans have come to know and love, and plans to continue to expand in Wisconsin and Illinois.

“This is a great opportunity to take a beloved Milwaukee brand and share it with the world,” said Lincoln Fowler, co-founder of Alterra Coffee. “But it is important that our customers know that Alterra Coffee will remain a growing, independent, locally opened company. We are proud of our culture and our employees and we are loyal to our customers.”

“Milwaukee can be proud that Mars wants to share the Alterra experience with the world,” said Fowler. “They traveled the globe looking for a great cup of coffee, and they found it right here in Milwaukee. Mars saw what makes Alterra special – that we source, roast and serve a high quality coffee in a setting that reflects our artisanal heritage, unpretentious roots and strong work ethic.”

This builds on the already good news that Alterra gained approval for their Bay View expansion, and will continue to grow in Milwaukee. Alterra Coffee certainly isn’t the evil big business that some claim it to be, even with this deal.

Same great local coffee shops, now with worldwide brand recognition. Great to see a Milwaukee firm growing internationally.


5 thoughts on “Alterra Going International”

  1. Steve says:

    I *love* Alterra and am happy for the success of their business, but are pre-ground, single serve packets really fitting for the image a quality roaster such as Alterra maintains? The very reason I go to Alterra is because they are the exact OPPOSITE of that low quality product.

  2. dan baker says:

    According to the journal article ( “Mars has a supplier for coffee for its Flavia business that will initially make most of the Alterra product.” Am I happy for Alterra? Absolutely. I’m concerned this move will water down their brand outside the region, but locally this money will give them the opportunity to continue building the business that has been nothing but good PR for Milwaukee. As someone in the marketing industry, this statement seems ominous “They are going to use our brand, coupled with our expertise and intellectual property”. But since we don’t really know all the details, I’m going to trust their good business sense. I for one will remain a loyal customer.

  3. Jeff Jordan says:

    I’m a faithful Alterra customer and an admitted coffe snob. (You will see me at Starbuck’s on Downer and I’ve been known to frequent Roast, Stone Creek, Swen’s and Anodyne.) The point is we are blessed with great coffe shops in Milwaukee.
    I agree with the previous comment, I’m enough of snob that single serve coffee, whether it’s instant like Starbuck’s VIA or pre-portion brewed are just never going to fresh enough for me. To a true coffee snob it’s about knowing your Barista, the ceremony, the smell and, to some of at least, the quality of the bakery.

  4. Steven Schrab says:

    As long as Alterra remains Alterra, I’m OK with them taking Mars’ money. They’re a good example of a local company. They have a great product, they build green, and they support other local businesses. Any success they get is well earned in my opinion.

  5. EddieAdams says:

    you’re a coffee snob who can be seen at starbucks?

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