For 133 years, the name Maxwell House has been synonymous with a classic, reliable cup of coffee, standing as a pillar in pantries across America with its iconic “Good to the Last Drop” motto. Yet, in a playful move that’s captured the industry’s attention, the venerable coffee giant is temporarily rebranding its iconic name to Maxwell Apartment. So, what’s behind the surprising switch from “House” to “Apartment”? The answer may be more timely than you think.
A quirky rebrand with a serious message about value
The decision to swap “House” for “apartment” wasn’t just a whim; it’s a strategic move designed to resonate with the modern American consumer. On September 25, 2025, Maxwell House temporarily rebranded to Maxwell Apartment as a reminder that the brand has always stood for great taste and exceptional value.
The name change directly addresses the current economic climate, where value is king. With nearly a third of Americans opting to rent versus purchase a home—a trend highlighted by a 2025 U.S. Census Bureau study—the brand is playfully aligning itself with this rise in apartment living and smart financial choices.
Rooted in its long-standing “Good To the Last Drop” legacy, Maxwell House is celebrating the idea that smart choices accumulate. The Maxwell Apartment moniker is a nod to those who find value in their everyday decisions, offering them a quality cup of coffee that skips the costly café run. To drive this point home, the brand is offering consumers a generous 12-month “lease” of Maxwell Apartment coffee, strategically designed to provide coffee lovers nationwide with maximum value.
How to get the Maxwell Apartment ‘lease’
The 12-month “lease” offer for Maxwell Apartment coffee launched on National Coffee Day (September 29) exclusively on Amazon.com and was available only while supplies lasted. This promotion allowed fans to stock their pantry with a full year’s supply of coffee for under $40—a value proposition designed to save enthusiasts more than $1,000 annually compared to daily café runs, which average over $90 per month, according to 2023 data from Craft Coffee Spot.
Along with the rebranded canisters, customers received an official Maxwell Apartment “lease” to sign, cementing the playful nature of the campaign. However, as of this writing, the bundle is currently unavailable on Amazon, though it’s possible the company may replenish the supply following the strong consumer response.
The Kraft Heinz Company framed the campaign as an essential response to today’s financial realities. Holly Ramsden, Head of Coffee, North America at the Kraft Heinz Company, said, “Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days. 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.”
Is the classic Maxwell House still available?
While the buzzy Maxwell Apartment promotion has certainly captured attention, it’s important to note that the rebrand is simply a limited-time marketing campaign. Customers can still purchase the classic Maxwell House coffee canisters as usual, both online and at grocery stores nationwide.
The new name applies only to the specific promotional product bundle tied to the 12-month “lease” offer. The product itself remains unchanged. The brand confirmed that Maxwell Apartment coffee delivers “the same delicious taste, aroma, quality and ingredients – in fact it’s all the same except the name.”
Sources: USA Today, Craft Coffee Spot