Maxwell House is rebranding to “Maxwell Apartment” to meet the needs of today’s consumer and remind fans the brand is synonymous with great tasting, affordable coffee. 

Americans seek value in areas of their everyday, including where they live with nearly a third opting to rent versus purchase a home, the brand says, citing U.S. Census Bureau data from 2025. 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, the company says. 

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.

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, consumers can stock their pantry with a full year of coffee ― designed to save coffee enthusiasts more than $1,000 annually, compared with daily café runs, which on average can add up to more than $90 a month, it says citing Craft Coffee Spot, Coffee Statistics: 2023 Data. 

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, which can add up quickly, especially these days,” said Holly Ramsden, Head of Coffee, North America at the Kraft Heinz Co., citing National Coffee Data Trends (NCDT) report, 2025 by Dig Insights on behalf of the National Coffee Association (NCA). “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 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.