It’s August, so go ahead and gird yourself for pumpkin season. Yes, that tell-tale sign of impending autumn, the Starbucks Pumpkin Spice Latte, is about to come back, according to Fortune. The company hasn't released a specific launch date, but it just announced that a new bottled version of the latte will be coming to grocery stores this month, along with pumpkin spice ground coffee.
Last year, the PSL arrived in Starbucks stores on September 1; the year before, it was September 8. There's no denying that the coffee chain is forcing its fall favorites on us earlier and earlier. Early enough to make us consider getting that Pumpkin Spice over ice, in fact.
The much-derided orange beverage is just the most famous example of a marketing trend that spreads far beyond coffee. As early as late July, pumpkin-flavored snacks, cookies, cereals, and other foods you wouldn’t think should taste like pumpkin start hitting stores, giving the people what they really want: to pretend they’re cozying up in a scarf on a rainy fall day instead of sitting in front of their air conditioners in their underwear.
Why does Starbucks keep pushing the starting line of the fall season closer and closer to mid-summer? Dollar bills, obviously. In the first decade after the drink’s launch in 2003, the company sold around 200 million Pumpkin Spice Lattes. In 2015, Forbes estimated that it would make $100 million from the PSL that fall alone. Despite the online hate, a huge chunk of people loooove their PSLs.
These days, it’s not fall until someone starts hating on the Pumpkin Spice Latte. Besides, climate change will eventually render seasons moot, right?