There’s something magical about that first Pumpkin Spice Latte of the season. The way the cup radiates warmth from the palm of your hands to the tips of your fingers. The intoxicating smell of cinnamon, nutmeg, cloves, and ginger. That spicy sugary rush that surges to your brain after the first sip. Pumpkin Spice Lattes are the personification of everything us millennial girls love about the fall – oversized sweaters, flannels, the vibrant rich hues of orange and red in the trees. The list goes on. But where did this fall staple originate, and how did it become the cultural phenomenon it is today?
The Pumpkin Spice Latte was formulated by Starbucks back in 2003. The company’s Christmas drink, The Peppermint Mocha, had become such a commercial success they determined the fall season should have its own iconic beverage. Starbucks’ Director of Espresso Beverages assembled a team to pitch ideas of fall flavors that would pair well with their coffee. After much brainstorming and copious customer surveys, they concluded there was just one flavor that outshined all the others: pumpkin.
Once the base of the drink had been selected, the company worked on perfecting the signature latte. The secret formula would consist of Starbucks’ signature espresso, pumpkin spice sauce, steamed milk, and finished with a dollop of whipped cream and a dash of pumpkin pie spice. Wanting to highlight the significance the blend of spices brought to the drink in addition to emphasizing the espresso in the cup, Starbucks landed on the name Pumpkin Spice Latte.
Annually, Starbucks sells around 20 million PSLs and has sold more than 424 million since its creation in 2003. And that’s just Starbucks. With other large corporate entities wanting a slice of the PSL pie, companies such as Dunkin, McDonalds, Tim Hortons, Wendy’s, Krispy Kreme and 7-Eleven have all come out with their own copycat version. Starbucks’ PSL success has created what marketers are now calling the “pumpkin spice halo effect” and it doesn’t stop with just coffee. Starting the last week of July, consumers can begin to find pumpkin spice products ranging from candles, air fresheners, lip balm, protein powder, spam, and deodorant (yes, it’s really a thing) in their local supermarkets and drug stores.
Thanks to Starbucks, the pumpkin spice craze has been turned into a multi-billion-dollar industry. But to me, pumpkin spice means more than just consumerism. It’s comfort in a cup. It’s that cozy blanket wrapped around you during a thunderstorm. It’s those joyful memories of decorating your home with fall décor, the smell of leaves and that refreshing, crisp air that fills your lungs. As I sit here writing this, savoring my grande PSL with an extra shot of espresso, I feel a sense of gratitude. Grateful to live in a world where I can experience all the sights, tastes, and smells that come with autumn….along with the manipulative marketing tactics of all things Pumpkin Spice.
