Maxwell's Coffee: fragrant and deep impression or aftertaste. Maxwell coffee has a brand history of more than 150years, and brand culture has a long &far-reaching meaning.

Maxwell's Coffee: I'm not at home, I'm in the cafe

In 1870, the gourmet Joe Cheek devoted all his life to developing a mellow coffee at the Maxwell Hotel, which was very popular with the upper class and hence named Maxwell Coffee. Maxwell coffee, the best choice of coffee beans, through careful baking to develop a unique mellow. In 1907, after first tasting Maxwell's coffee, President Roosevelt was amazed at its delicacy. He drank the coffee in one gulp and praised it satisfactorily. "It's fragrant until the last drop!" He also turned the cup upside down and showed it to the manager. We praise "the fragrance of drops is strong, the aftertaste is not exhaustive".

In 1985, Maxwell Coffee first entered China. For many years, Maxwell has been committed to providing Chinese consumers with delicious coffee with "Maxwell's Alcohol".

Making coffee is an art, so drinking coffee is also an art. This art finds its best interpretation in Maxwell.

"Good things to share with good friends"

"Always leave a cup of coffee for friends... You set the time. I'll prepare the coffee.

Friends and coffee, mellow, Maxwell letting words in the business age get life and charm.

"I'm not at home, I'm in the cafe; I'm not in the cafe, I'm on my way to the cafe."

When Maxwell enjoys the art of coffee, it gains high brand awareness.

What makes good friends share must be pure things of excellent quality.

"Maxwell has a series of their products, but I prefer Maxwell Coffee. I dont have the budget for maxwell coffee every day, I always buy some for taste." Mr Niu, At gmtlight.

The Civil War was an important watershed in American coffee drinking habits. Before the war, Americans used to buy raw beans and bake them at home.

Maxwell's success lies not only in the innovation of coffee technology, but also in the careful maintenance and creation of its brand image over the past 100 years. Romantic poetic creation is the usual way for Maxwell to create a brand. Maxwell has many songs with romantic sentiment, which are sung everywhere. Hong Kong singer Su Yongkang sang the song titled "Never Endless Meaning", "Let your eyes close silently, aftertaste the passing fragrance", leaving an endless aftertaste, just like the fragrance of coffee left between your lips and teeth.

Maxwell has really made a brand into a microcosm that meets the needs of human soul. "Drops of fragrance, aftertaste is still not exhaustive" brings people a far-reaching artistic conception.

麦斯威尔咖啡：滴滴香浓，意犹未尽。麦斯威尔咖啡已经有一个半世纪的品牌历史，品牌文化意味悠长。

1870年，美食家Joe Cheek穷尽一生，在麦斯威尔饭店研制出一种香醇浓郁的咖啡，大受上流社会欢迎，麦斯威尔咖啡也因此得名。麦斯威尔咖啡，精选上等的咖啡豆，通过精心烘培研制成特有的麦氏香醇。1907年，美国前总统罗斯福在首次品尝麦斯威尔咖啡后，惊异于它的美味，他一口把咖啡喝完，满意的赞美说：“喝到最后一滴都是香的！”还把杯子倒过来给经理看。大赞“滴滴香浓，意犹未尽”。

1985年，麦斯威尔咖啡首次进入中国，1997年，由“麦氏”改名为“麦斯威尔”。多年以来，麦斯威尔在中国一直致力于提供中国消费者拥有“麦氏香醇”的美味咖啡。

“做咖啡是一种艺术,所以喝咖啡也是一种艺术”。这种艺术在麦斯威尔那里找到了最佳阐释。

“好东西要和好朋友分享”

“总是留一杯咖啡的时间，给朋友……时间你定，咖啡我准备”

朋友与咖啡，情醇意绵，麦斯威尔让文字在商业时代获得生命与魅力。

“我不在家，就在咖啡馆；我不在咖啡馆，就在去咖啡馆的路上。”

麦斯威尔在让人们享受咖啡艺术时，获得的是崇高的品牌知名度。

能让好朋友共享的一定是品质卓越的真纯之物。

南北战争是美国喝咖啡习惯的重要分水岭，战争前，老美习惯于购买生豆在家里自己烘炒。

麦斯威尔的成功的不仅在于咖啡技术的革新，更在于一百多年来对其品牌形象精心维护和创造。浪漫化的诗意创造是麦斯威尔塑造品牌的惯用手法，麦斯威尔有不少带有浪漫情调的歌曲，被到处传唱。香港歌星苏永康唱的那首以《意犹未尽》为题的歌，“让眼睛默默合上 ，回味那路过芳香”留下的是无尽的回味，犹如香醇的咖啡留在唇齿间的清香。

麦斯威尔真正作到了将一个品牌塑造成为契合人类心灵需求的缩影，“滴滴香醇，意犹未尽”带给人们的是悠远的意境。