Starbucks has introduced that its iconic Pumpkin Spice Latte will return to menus within the US and Canada on August 26, marking the beginning of the autumn season for a lot of followers of the model’s hottest seasonal beverage.
Since its debut in 2003, the espresso-based drink has grow to be a cultural and business phenomenon, inspiring widespread imitation throughout the meals and beverage trade.
A seasonal powerhouse
The Pumpkin Spice Latte started as a take a look at product in simply 100 shops throughout Vancouver and Washington in 2003. It was launched nationally in 2004 and has since bought lots of of thousands and thousands of cups. In 2024, it was accessible in 79 of Starbucks’ 85 world markets; immediately, Starbucks operates in 88 markets.
Different manufacturers have adopted go well with. Dunkin’ launched pumpkin-flavored drinks in 2007 and can launch its fall menu sooner than Starbucks this 12 months, on August 20. McDonald’s joined the pumpkin spice development in 2013.
By the numbers
$36.2 billion: Starbucks’ internet income in fiscal 2024, up from $4.1 billion in 2003, the 12 months PSL launched.
33.8%: Improve in pumpkin spice mentions on US menus between fall 2014 and fall 2024 (Technomic).
third: PSL was Starbucks’ third seasonal drink, following the Eggnog Latte and Peppermint Mocha.
4 spices: In McCormick’s Pumpkin Pie Spice — cinnamon, ginger, nutmeg, and allspice.
2022: The 12 months Merriam-Webster added “pumpkin spice” to the dictionary.
September 8, 2015: PSL’s newest debut date in current reminiscence — its return has step by step crept earlier annually.
Site visitors surge tied to PSL launch
The PSL doesn’t simply enhance drink gross sales — it drives foot site visitors. Based on Placer.ai:
US Starbucks shops noticed a 24% spike in visits on August 22, 2024, the PSL’s launch date.
The largest surge was in North Dakota with a forty five.5% improve, whereas Mississippi noticed the smallest rise at 4.8%.
Starbucks has fostered a loyal PSL fan base, even creating a personal Fb group known as the Leaf Rakers Society in 2018, which now boasts 42,000 members who have fun autumn year-round.
Because the PSL returns as soon as once more on August 26, it continues to serve not solely as a seasonal staple but in addition as a key income driver and a cultural image of fall in America.