In a bold move, Maxwell House has rebranded itself as “Maxwell Apartment,” marking its first name change since 1892. The announcement came on September 29, 2025. With one-third of Americans renting, this temporary name feels timely.
Maxwell Apartment is launching a new coffee plan for $39.99 a year, cleverly called a “lease.” This plan includes four large 27.5-ounce coffee containers, helping customers save up to $1,000 compared to daily coffee shop visits.
“Maxwell Apartment delivers the same great taste people love, at a price that helps everyone make smart choices,” said Holly Ramsden, Head of Coffee, North America at Kraft Heinz. The brand started at Nashville’s Maxwell House Hotel in 1892 and has been a staple in American kitchens for nearly a century.
This change comes as many Americans face rising costs for housing and coffee. The company aims to keep coffee affordable without sacrificing quality. The flavor, aroma, and ingredients will remain the same, and they’re sticking with their famous motto, “Good to the Last Drop.”
By launching on National Coffee Day, they’re sending a clear message about saving money. This is the biggest change for the brand since it began selling coffee in the 1800s. So, whether you’re at home or on the go, Maxwell Apartment is here to keep your coffee game strong!
