Maxwell House is getting a new name for the first time in more than a century. The 133-year-old coffee brand just announced it will rebrand as Maxwell Apartment for the next 12 months.
The shift, the company said, is meant to reflect the changing reality of homeownership. Nearly a third of Americans now rent apartments instead of buying homes.
“Two-thirds of American adults drink coffee every day, which can add up quickly, especially these days,” Holly Ramsden, Head of Coffee, North America at Kraft Heinz, said in a statement. “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 brand promised it would continue selling “great tasting, affordable coffee” during “a time where value matters now more than ever.” The rebrand is being marketed as a way for consumers to cut cafe trips and save money — potentially up to $1,000 a year.
Not everyone was impressed. Social media users mocked the move, pointing out that the company was named after the Maxwell House Hotel in Nashville, not a residence.
“I can’t believe this isn’t a [Babylon Bee] article,” one user wrote on X, echoing a flood of similar reactions.
Others saw it as part of a larger trend of out-of-touch branding. “NOW we know where the marketing team that gave us the new logo and decor for Cracker Barrel went,” one critic said.
Another comment summed up the backlash: “‘Hey Americans! We know most of you can’t afford homes, so we thought our coffee should be rebranded to reflect your misfortune!’ Like salt in a wound.”