Twenty-one years ago, Starbucks launched the Pumpkin Spice Latte in 100 stores across the United States. The drink has since sold over 424 million cups and transformed autumn coffee culture.
The recipe came from an unusual experiment. Developers poured espresso shots over pumpkin pies to test different combinations. They worked to determine the optimal ratio of cinnamon and nutmeg when combined with coffee and steamed milk.
What began as a seasonal offering evolved into a cultural phenomenon. For millions of Americans, the latte now signals the unofficial start of fall. The drink spawned countless imitators and cemented pumpkin spice as a dominant flavor in products nationwide.
Peter Dukes, Starbucks’ director of espresso at the time, is credited with inventing the drink. The Pumpkin Spice Latte was born in Starbucks’ innovation lab in 2003, as the company was seeking a way to expand its seasonal offerings.
After its initial release in 2003, Starbucks rolled out the drink nationwide the following year. The company’s marketing strategy created annual anticipation around its return date. That approach turned the drink’s seasonal availability into a cultural event.
“Much of its lasting popularity is owed to Starbucks’ marketing and advertising of the drink, which has evolved greatly over the two decades since its launch,” marketing experts have observed.
The drink’s rise accelerated in the early 2010s. Starbucks gave it a social media persona called therealPSL, a “personality” on X that drove unprecedented engagement.
“By creating a personality for the beverage, consumers began to see the latte as a symbol for fall,” brand strategists have noted. The campaign elevated the PSL from a seasonal menu item to an identity marker for consumers.
Pumpkin spice blends date back to 1934, and pumpkin-flavored drinks have existed for centuries. Starbucks, however, popularized the modern version through its national reach and marketing strategy.
The drink’s success inspired an entire industry of pumpkin spice-flavored products. Cereals, candles, and countless other goods now turn autumn into America’s most commercially flavored season.
Today, the Pumpkin Spice Latte remains Starbucks’ most popular seasonal offering. Its annual return generates social media buzz and long lines at coffee shops nationwide each fall.