Maxwell House announced a temporary name change to reflect the proliferation of renters, as opposed to homeowners, in the U.S.

The brand started in Nashville, and is even named after a downtown Nashville hotel.

It's also directly responsible for the existence of a Nashville institution: Cheekwood Estate and Gardens.

Plenty of Nashvillians can probably understand the Maxwell House coffee brand’s recent marketing move.

After all, nearly half of all households in the city — 102,850 of them — are renter-occupied and come with an average rent price of $1,849 as of August 2025, according to RentCafe. And that’s while thousands of rental units sit unoccupied within Nashville’s inner highway loop , following a development boom that some development firms predict will lead to rent increases

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