Pumpkin Spice Lattés: ‘Tis the Season! (Better Get Your PSLs While You Can)
Happy November! Fall 2020 is well underway!
What that means is that we should be embracing pumpkin spice lattés, with exuberance and without embarrassment.
When Starbucks introduced the iconic pumpkin spice latte in
2003, it quickly became a top-seller---encouraging other coffee chains, like
Dunkin’ Donuts, Krispy Kreme, and McDonald’s to jump on the pumpkin spice latté
caravan.
What exactly is a pumpkin spice latté and does it have any real pumpkin in it?
A Starbucks pumpkin spice latté is made with espresso, milk,
sugar, pumpkin pie spice, allspice, cinnamon, nutmeg, and cloves. But the most
important thing: There is real pumpkin in Starbucks pumpkin spice lattés---something
that didn’t happen until 2015.
Despite the hater backlash against PSLs, sales continue to
soar. Since their introduction, almost 425 million PSLs have been sold and
happily consumed worldwide, generating revenues of more than $1.5 billion. For most people, drinking a pumpkin spice latté is
part comfort, part seasonal appreciation, part nostalgia (somehow pumpkin spice
lattés evoke stock images of happy Thanksgivings spent in the country), and part
habit.
After all, when December comes, if you haven’t had at least
one pumpkin spice latté that season (preferably in front of a cozy fireplace),
the sudden addition of peppermint mochas on the menu heralds the end of pumpkin
spice lattés for the year. Suddenly you realize that you will have to wait
another NINE months before PSL season rolls back around. And no matter how emphatically
you ask, the answer from the barista will be a friendly ‘no’ followed by news
that the also-iconic Christmas coffee, which comes wrapped in a red, shiny
package with little holly leaves on it, is on the menu and currently available.
What about the pumpkins?
We can’t talk about pumpkin spice lattés without talking
about pumpkins. Each year, roughly 2 billion pounds of pumpkins are grown and
harvested in the US. Clearly, pumpkins are a thing---and not only because of
Halloween, though clearly that drives much of the demand
According to the USDA, pumpkins (which are native to North
America), are grown in every single state, all 50 of them. Pumpkins are even
grown in places like Alaska, where the seeds are planted and germinated
indoors, because pumpkins require growing-soil temps of at least 60 degrees
Fahrenheit.
Although pumpkins grow in each of the 50 states, five states
produce 40% of all pumpkins grown in the US, including IL, PA, CA, IN, and TX. In 2018, these five states combined harvested
1 billion pounds of pumpkins.
Join the PSL club
Some people continue to resist the call to join the PSL
club. But, pumpkin spice lattes are a hallmark of fall in all its autumnal
glory---a season of cool, but manageable temps; bright morning sunshine and
shorter days; and the beginning of the academic and sports seasons—a sense of renewal
and broader horizons that seeps into the popular culture every September. You only live once (that we know of) ---so
have a pumpkin spice latte and enjoy every drop of it. Happy fall! #pumpkinspicelatté
PSLs by the numbers:
Introduced in 2003
425 million sold worldwide since introduction
$1.5 billion in PSL-related revenues
Comments