Each year, Starbucks launches its Pumpkin Spice Latte around Labor Day, heralding the beginning of fall for many folks. Since its inception, the beverage has become the company’s most popular seasonal drink. With all its popularity now, it’s hard to believe that the pumpkin spice latte almost didn’t exist. So how did Starbucks manage to create such a countrywide phenomenon?

Cheddar Explains

How The Pumpkin Spice Latte Accidentally Stole Autumn

pumpkin spice, pumpkin spice pumpkin spice, the coffee that tastes like a candle in the pumpkin spice latte. It's everywhere. All thanks to this coffee giant. Each year, Starbucks launches its pumpkin spice latte around Labor Day heralding the beginning of fall for many folks. And since its inception, the pumpkin spice flavored beverage has become the company's most popular seasonal drink. It even has its own fan club with all its popularity. It's hard to believe that the pumpkin spice latte almost didn't exist. So how did Starbucks managed to create such a country wide phenomenon? The year was 2003 and a team of drink. Ologists as Starbucks headquarters needed to come up with a new fall drink that would recreate the success of their limited edition winter drinks ideas for drinks with blends like chocolate caramel and cinnamon spice floated around the room and were considered the clear winners. But Starbucks needed a more unique blend. Then an idea a pumpkin inspired espresso drink that didn't use actual pumpkin, but rather a pumpkin spice mixture of cinnamon clove and nutmeg mixed in with espresso and steamed milk and then topped off with whipped cream and a dash of pumpkin pie topping. Not everyone was a fan of the proposed drink, according to Starbucks veteran Tim kern some drink. Ologists thought that the drinks, pumpkin spice flavor was too overpowering and didn't put the company's coffee in the best light. It was also too easy to imitate anyone could make it at home. But these concerns were quickly overruled. Starbucks launched its first pumpkin spice latte campaign in 100 stores throughout Vancouver and Washington D. C. The following fall, the drink rolled out in stores all across the US and within its first decade it far exceeded sales record set by the peppermint mocha and eggnog latte combined. The pumpkin spice latte became Starbucks best selling drink with well over $20 billion earned to date. So how did this experiment works so well. The pumpkin spice lattes biggest marketing ploy is its scarcity. The sweet latte is only available once a year for a limited time. Starbucks has successfully convinced its consumers that the drink should only be enjoyed during the fall months, thereby increasing its demand. As Forbes wrote in 2013, products that are available only for a limited time have a kind of built in marketing that can grow an impact over time. Each fall comes with a flashy rollout plan that includes special deals and massive social media campaign. Starbucks also played into people's holiday nostalgia. The pumpkin spice lattes. Annual launch signifies the end of summer and the beginning of a strong holiday season unfortunately. Or fortunately depending on how you want to see it. Not everybody was keen on enjoying a nice cup of pumpkin spice latte. In fact hating on it sort of became a cult trend of its own. People came to feel the pumpkin spice latte stood for everything wrong in society consumerism conformity. Social media performative Itty manipulative marketing GMOs and the corporate food industry. Just to name a few. These articles don't even begin to touch the surface of all the backlash. But as the saying goes, any publicity is good publicity. And Starbucks took advantage of all the media engagement lines for the pumpkin spice Latte only became longer as the controversy sold more drinks to troll, sampling them ironically and to people curious as to what all the fuss was about In light of the covid 19 pandemic current trends suggest that we're seeing a backlash to the backlash, consumers might just be craving a little more comfort and nostalgia of the good times. During unstable times, needless to say the pumpkin spice latte started a flavor revolution. Dunkin Donuts and Mcdonald's now serve their own pumpkin spice flavored coffee drinks as well as pretty much every other artist and coffee shop across the US. You can even find pumpkin spice flavoring and other products like liquor, beer, chapstick, yogurt, deodorant, dog food and cream cheese. In fact, it's estimated that by 2018, the pumpkin spice industry was worth $600 million Over 19 years, $20 billion. At 1.5 million Instagram posts later, we're still talking about the pumpkin spice latte. No, I myself have never tried to sip, but maybe I should just to see what all the fuss is about