A pumpkin spice latte prepared on Friday, Aug. 23, 2024, as it returned to Starbucks for its fall menu. © Gaby Velasquez / USA TODAY NETWORK via Imagn Images
(New York, NY) – Pumpkins ripening on the vine, and the taking in of the harvest are both signs — fall is coming. And for Starbucks’ loyal legion of fans, it’s about three letters — PSL. The Pumpkin Spice Latte was first sold by Starbucks in the fall of 2003. And while other chains offer their own version — including Pret a Manger, par example — coffee giant Starbucks is most closely associated with the beverage.
And beginning today, August 26, 2025, the PSL is back on the menu at Starbucks. It’s the latest the drink has been offered since 2022. So, while many critics have routinely said the “fall season” push begins too early for stores — that’s not exactly true this time around.
Starbucks also recently expanded its test of coconut water beverages. The coffee chain is trying out two new drinks — Coco Matcha and Coco Cold Brew. They include layered matcha foam, or cold brew foam, over coconut water. More than 400 stores nationwide will carry the beverages as the company leans into health and wellness. The move by Starbucks is part of a larger trend driven by younger consumers who crave customized cold drinks and healthier options.
The PSL was part of a similar experimentation for the coffee giant, as executives noticed the success of seasonal beverages such as the Peppermint Mocha and Eggnog Latte. Peter Dukes served as Starbucks’ director of espresso Americas at the time, saying “developers realized there was something special around the pumpkin flavor, especially since there wasn’t anything around pumpkin at the time”. Despite the name including “pumpkin” — the final recipe Starbucks settled on included no actual pumpkin — but rather the telltale pumpkin pie spices.
Reigning supreme as Starbucks’ most popular beverage, the more than 200 million PSL were sold between its 2003 introduction and 2015. There’s also evidence suggesting the drink being on the menu drives foot traffic, higher average order values, and overall same-store sales growth. For example, in 2015, PSL buyers spent $1.14 per visit.
Of course, like the autumn season, and a good cup of coffee — all things must come to an end. And there’s some evidence suggesting the PSL craze is starting to chill. Pumpkin-based products in and of themselves are dropping in popularity — down 1.5% year-over-year in 2023, per NielsenIQ. Experts say “seasonal creep” is partly to blame — in which fall products hit the shelves too early. Prices spiking amid inflation is another factor, keeping cost-conscious customers away from coffee shops such as Starbucks.
