133-Year-Old Coffee Brand Changes Its Name to Appeal to a New Generation
For more than a century, Maxwell House has been a staple on American breakfast tables. But now, the 133-year-old brand is undergoing a surprising identity shift: it’s swapping “House” for “Apartment.” The rebrand — Maxwell Apartment — is designed to connect with younger consumers navigating the realities of renting, rising housing costs, and inflation.
From House to Apartment
The change isn’t permanent. Maxwell Apartment is planned as a 12-month marketing campaign, complete with a “lease” option on Amazon that bundles coffee into monthly deliveries. While the name may sound radical, the product itself hasn’t changed — the same roasts, flavors, and packaging formats remain intact. The tweak is about messaging, not the coffee inside the canister.
Why Now?
According to the brand, the move reflects both the rising cost of coffee and the shifting lifestyles of its customers. Homeownership rates among younger generations have dropped, with renting now the dominant reality. By embracing “apartment living” in its name, Maxwell House is offering a connection with the a potential new, younger, audience and budget-conscious consumers. According to Holly Ramsden, the Head of Coffee, North America, "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.” It’s also a clever way to keep an iconic brand in the conversation at a time when newer craft-roasters and trendy labels have been getting all the attention.
Playing With Legacy
Founded in 1892 and the originator of "Good to the last drop," of one of the most well known and iconic tag lines of the 20th century, Maxwell House has a deep heritage that older consumers still recognize. That legacy makes a pivot risky, as longtime fans may see the rebrand as gimmicky or dismissive of the brand’s history. But legacy brands often face a difficult balancing act—how to stay relevant with the new generation of coffee drinkers, without losing their core identity and loyal base. The brand hopes that in this case, leaning into current cultural realities could be just enough to spark curiosity without alienating loyalists.
The Early Reaction
So far, the reaction has been mixed. Some consumers have commented that it's a smart marketing ploy to draw attention, while others feel like it's sending the wrong message, further alienating the brand from its target audience. One Instagram user stated, "Yall just “cracker barreled” yourselves…" and another commenting that it "seems like a publicity stunt." Whether or not the stunt brings enough publicity to increase sales will remain to be seen.
The Last Drop
At its most basic level, the rebrand highlights the challenge many heritage food and beverage companies face in today's shifting market. Making an impact with younger consumers who value both authenticity and relatability while maintaining heritage is a challenge, and one that even the oldest brands are willing to experiment with if it means staying relevant in an overcrowded coffee aisle.