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In a historic move, Maxwell House has announced its first-ever name change since its founding in 1892. The iconic American coffee brand will temporarily rebrand as “Maxwell Apartment”, a shift designed to resonate with modern consumers and highlight its long-standing promise of affordable, great-tasting coffee.
The rebrand is more than symbolic: it reflects a reality in which nearly one-third of Americans rent apartments instead of purchasing homes, according to the U.S. Census Bureau. Rising housing costs and the growing trend of brewing coffee at home rather than frequenting cafés inspired the company to embrace the “apartment” lifestyle as part of its brand identity.
Maxwell House, dönüşümü kutlamak için tüketicilere 12 aylık Maxwell Apartment kahvesi "kiralama" imkanı sunuyor. Ulusal Kahve Günü'nden (29 Eylül 2025) itibaren kahve severler, günlük kafe ziyaretlerine kıyasla hane halkına yılda 1.000 dolardan fazla tasarruf sağlamak için tasarlanmış bir anlaşma olan 40 doların altında bir fiyata Amazon'dan tam bir yıllık tedarik satın alabilirler. Her paket, yeniden markalanmış kutular ve hatta hayranların imzalaması için resmi bir kira sözleşmesi içerecek.
“Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” said Holly Ramsden, Head of Coffee for North America at The Kraft Heinz Company. “Maxwell House believes no one should have to go without great tasting coffee. 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 company emphasized that only the name is changing. Consumers can expect the same flavor, aroma, and quality that Maxwell House has guaranteed for over a century under its “Good to the Last Drop” legacy. The Maxwell Apartment campaign is one of two major initiatives launching this fall, underscoring the brand’s continued commitment to providing both consistency and value in an increasingly competitive coffee market.
As Maxwell House leans into its new identity, the rebrand underscores a broader message: smart choices add up. Whether in housing or in coffee, the company wants consumers to know they can enjoy premium taste without paying premium prices.
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