Maxwell House is getting a temporary new identity. The 133-year-old coffee brand is being rebranded as Maxwell Apartment, a move aimed at connecting with modern consumers, Kraft Heinz said in a news release .

According to the company, the name change reflects a cultural shift: Nearly one-third of Americans now rent rather than own homes. Maxwell House said the playful rebrand celebrates smart choices and affordability, values that have defined the brand since its “Good to the Last Drop” legacy began more than a century ago.

To mark the occasion, Maxwell Apartment is offering a 12-month “lease” of coffee through Amazon, the release says. For under $40, fans can stock up on a year’s supply of coffee, a deal the company said could save consumers more than $1,000 annually compared to daily

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