Starbucks Reintroduces Pumpkin Spice Latte Sooner Than Ever
Although summer isn’t over yet, Starbucks is bringing back the Pumpkin Spice Latte earlier than ever. Starting Thursday, this fall favorite will return to US menus—two days ahead of its 2023 debut. This early return also ushers in Starbucks’ full autumn menu, featuring a range of pumpkin and apple-flavored drinks and snacks.
Affectionately known as the PSL, the Pumpkin Spice Latte has become a seasonal staple, giving Starbucks a valuable sales boost during the fall. According to the company, seasonal items account for roughly 10% of its total sales. Last year marked the 20th anniversary of the PSL, which has become synonymous with autumn and inspired a wave of pumpkin spice products across various industries. Its popularity has even prompted competitors to launch their own pumpkin-flavored offerings earlier.
Starbucks attributes the PSL’s success to its comforting familiarity. “It’s something you can depend on,” said Thomas Prather, Starbucks’ vice president of marketing. “When PSL comes back, it’s a signal that something in your life is normal, predictable, and comforting.”
The PSL’s return could also provide a much-needed boost for Starbucks, which has recently faced declining sales and a sudden leadership transition. The company announced last week that Chipotle CEO Brian Niccol will take over as Starbucks’ new chairman and CEO next month.