In a move that's raising eyebrows across the beverage world, iconic coffee brand Maxwell House has announced a temporary name change to Maxwell Apartment, marking the first rebrand in its 133-year history. The shift, unveiled just ahead of National Coffee Day on September 29, comes as the company navigates skyrocketing costs for both coffee beans and urban living. Kraft Heinz, the parent company, positions this as a cheeky nod to the realities facing millions of Americans who are renting rather than buying homes.
Indeed, the timing feels pointed. With nearly a third of U.S. households now opting for apartments amid inflation pressures, Maxwell House is leaning into that trend. The new name, they say, celebrates "smart choices" in tough times—delivering the same "Good to the Last Drop" roast at a price that won't break the bank like a fancy cafe latte might. However, critics might see it as a gimmick, another corporate pivot to stay relevant in a market flooded with premium brews.
The rebrand isn't just talk. Starting last week, consumers can snag a 12-month "lease" bundle of the renamed coffee exclusively on Amazon, while supplies last. That's enough grounds for daily cups through an entire year, mirroring those standard apartment leases. Maxwell House executives emphasized that the taste remains unchanged, just the packaging and moniker get a fresh, urban twist for the next 12 months.
Moreover, this isn't the first time brands have toyed with their identities lately. Remember Bed Bath & Beyond's post-bankruptcy revival? Yet Maxwell House's stunt ties directly to economic headwinds—rising rents up 30% in some cities over the past five years, coupled with coffee prices that have jumped 20% since 2020. It's a reminder of how everyday staples adapt, or at least try to, when wallets feel the squeeze.
Still, one wonders if this apartment-themed coffee will brew lasting loyalty or just fizzle out after the novelty wears off.