Few brands in America carry the same legacy as Maxwell House. For over a century, it has been a familiar presence in homes, cafés, and workplaces — its “Good to the Last Drop” slogan symbolizing warmth, family, and tradition. Founded in 1892 in Nashville, Tennessee, the brand has long stood for comfort and consistency across generations.
Today, the world looks different. With more people living in apartments and managing tighter budgets, Kraft Heinz says the brand is evolving to match “the realities of modern life.” Nearly one-third of Americans now rent their homes, inspiring the company to create a campaign that reflects this shift in lifestyle and space.
After 133 years, Maxwell House has reintroduced itself as Maxwell Apartment — a limited-time rebrand meant to celebrate how people enjoy coffee wherever they call home. The company emphasizes that the taste, aroma, and quality remain unchanged, continuing the legacy that made the brand beloved for generations.
While opinions about the change vary, Kraft Heinz says the message is about progress, adaptability, and smart living. Whether called Maxwell House or Maxwell Apartment, the brand’s promise stays the same — to deliver that timeless, comforting flavor that feels “good to the last drop.”