This Beloved 133-Year-Old Beverage Brand Is Making a Major Change

At Allrecipes, we’ve seen our fair share of creative marketing campaigns over the years. We cover so many new menu items, returning favorites, brand collaborations, emerging brands, sneaky copycats, and first-of-its-kind products that it can make our heads spin. But every once in a while we come across something that truly stops us in our tracks. This rebrand is one such circumstance.

A tried-and-true company that Americans have loved for over 130 years making a big change is kind of surprising. After all, legacy brands tend to keep things pretty traditional. But this bold move has us wondering if times really are changing.

Maxwell House Coffee Is Changing Its Name to Maxwell Apartment

Coffee giant Maxwell House announced it will be rebranding and changing its name to Maxwell Apartment. What’s the catch? The name change is only sticking around for a “12-month lease,” according to a press release. Though this may be the strangest rebrand we’ve ever seen, the thought behind it is interesting. The brand states that the rebrand is to “remind fans the brand is synonymous with great tasting, affordable coffee.”

Rising prices, tariffs, and tightening budgets have put a strain on American consumers looking for high-quality products at an affordable price. With nearly one third of Americans living in rentals, according to 2025 U.S. Census Bureau data, the brand hopes to provide “real coffee for real people.” 

Starting on National Coffee Day (Sept. 29), Maxwell Apartment products will be available on Amazon, while supplies last. The yearlong “lease” kicks off with a limited-time deal designed for fans to “stock their pantry with a full year of coffee.”

This bundle includes four 27.5-ounce canisters—not enough for a year in my household, at least—of Maxwell Apartment Original Roast Ground Coffee for $40. This deal saves consumers just over $10 (compared to buying individual canisters from Amazon). In addition to the four canisters of coffee, shoppers will receive an official Maxwell Apartment “lease” to sign.

And, to clarify for those concerned Maxwell House devotees, the actual product is not changing. The limited-time rebrand will have the same taste, aroma, and ingredients as the “old” Maxwell House. 

We could take or leave this rebrand, but the bundle is a great deal no matter what name is on the label. So, if you’re looking to stock up on a coffee for a year—or at least a few months—head over to Amazon before this Maxwell Apartment is off the market.