For the First Time in 133 Years, Maxwell House Rebrands as “Maxwell Apartment”

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09/25/2025 - 07:00 AM

As more Americans opt for apartment living, the coffee brand serves up a year’s worth of coffee to match their 12-month leases

CHICAGO & PITTSBURGH--(BUSINESS WIRE)-- Today, Maxwell House rebrands to “Maxwell Apartment” to meet the needs of today’s consumer and remind fans the brand is synonymous with great tasting, affordable coffee. In a time where value matters now more than ever, Americans seek value in areas of their everyday, including where they live with nearly a third opting to rent versus purchase a home.¹ As a real coffee for real people, with its “Good To the Last Drop” legacy, the name change celebrates the same principle that guided Maxwell House for more than a century – smart choices add up and choosing Maxwell House means enjoying a quality cup of coffee without the cafe price tag. To celebrate, the brand is offering consumers even more value with a 12-month “lease” of Maxwell Apartment, designed to stock up coffee lovers nationwide.

Maxwell House rebrand to “Maxwell Apartment” celebrates smart choices and offers coffee lovers nationwide even more value with a 12-month lease of great-tasting, affordable coffee.

Beginning on National Coffee Day (Sept. 29), Maxwell House’s 12-month “lease” offer of Maxwell Apartment coffee is available on Amazon.com, while supplies last. For under $40, fans can stock their pantry with a full year of coffee – designed to save coffee enthusiasts more than $1,000 annually, compared to daily café runs,² which on average can add up to more than $90 per month. Along with the rebranded canisters, the year-long supply of coffee will come with an official Maxwell Apartment “lease” to sign.

“Two-thirds of American adults drink coffee every day,³ which can add up quickly, especially these days,” said Holly Ramsden, Head of Coffee, North America at the Kraft Heinz Company. “Maxwell House believes no one should have to go without great tasting coffee and Maxwell Apartment delivers the same delicious taste people know and love, at a value that celebrates all our fans are doing to make smart choices in their lives.”

The limited-time rebrand to Maxwell Apartment delivers the same delicious taste, aroma, quality and ingredients – in fact it’s all the same except the name. An extension of the brand’s “Good to the Last Drop” platform, Maxwell Apartment is one of two campaigns debuting from the coffee brand this fall as it continues to emphasize its dedication to rich, consistent flavor people can count on while doubling down on offering the best value in coffee.

To learn more about Maxwell Apartment, visit MaxwellHouse.com and follow @officialmaxwellhouse on Instagram and TikTok.

¹ U.S. Census Bureau, 2025

² Craft Coffee Spot, Coffee Statistics: 2023 Data

³ National Coffee Data Trends (NCDT) report, 2025 by Dig Insights on behalf of the National Coffee Association (NCA)

ABOUT THE KRAFT HEINZ COMPANY

We are driving transformation at The Kraft Heinz Company (Nasdaq: KHC), inspired by our Purpose, Let's Make Life Delicious . Consumers are at the center of everything we do. With 2024 net sales of approximately $26 billion, we are committed to growing our iconic and emerging food and beverage brands on a global scale. We leverage our scale and agility to unleash the full power of Kraft Heinz across a portfolio of eight consumer-driven product platforms. As global citizens, we're dedicated to making a sustainable, ethical impact while helping feed the world in healthy, responsible ways. Learn more about our journey by visiting www.kraftheinzcompany.com or following us on LinkedIn.