When autumn arrives, I find myself drinking the Pumpkin Spice Latte not only for its taste, warmth, and color, but also to connect with the essence of the season. Ordering this beverage allows me to merge my body with the falling leaves, the crisp air, and the reminders of mortality that accompany fall. In October of twenty years ago, Starbucks introduced the world to this flavor, and since then, autumn has reached its pinnacle.
The Pumpkin Spice Latte, or PSL as its admirers affectionately call it, was not the first widely marketed seasonal coffee beverage. By 2003, Starbucks had already unveiled a duo of Christmas drinks: the eggnog latte (originating in 1986) and the peppermint mocha (introduced in 2002). These previous concoctions, however, differed in nature. Eggnog is a standalone beverage, and peppermint is a common flavoring. The PSL, on the other hand, was a unique creation that combined familiar elements to form a completely new essence of the season.
The blend of flavors that would eventually become the PSL had actually been in existence for many decades. “Pumpkin-pie spice,” a mix typically consisting of cinnamon, nutmeg, clove, ginger, and allspice, had been used in kitchens for years. McCormick began selling its version of the spice in 1934. This mixture was traditionally combined with the mashed flesh of autumnal gourds to create a pie.
However, Starbucks’ research and development team working in the 21st-century “Liquid Lab” had a different idea—they removed the pie. The spice blend was detached from its traditional medium and dissolved into a drink, which was then infused with orange coloring to mimic the hue of pumpkin pie. Starbucks boldly decided that the crust and gelatinized interior were unnecessary. Pumpkin pie simply served as a vessel to deliver the spice mix that embodies the true gastronomical essence of fall. It’s actually quite logical. After all, who really wants to consume a whole pumpkin? However, the spice mix on its own isn’t quite as palatable.
From the very beginning, Starbucks incorporated this crucial insight into the branding of their new creation. They could have named the drink “pumpkin-pie latte,” but that would have undermined the profound nature of their invention. This beverage wasn’t simply flavored with the taste of a dessert; it encapsulated the essence of fall itself. This idea has become so deeply ingrained that it is now almost impossible to think of pumpkin spice as anything other than synonymous with fall. However, this wasn’t always the case, even as recent as 21 years ago. The tradition had to be invented, and the invention is just as new as Olivia Rodrigo. (For the record: The phrase “pumpkin spice” was officially added to the dictionary in 2022.)
Recently, The Hard Times, a humor website, jokingly referenced a fictional Starbucks drink called the Wet Leaves Latte. In a way, that’s exactly what the Pumpkin Spice Latte is and has always been. The conditions were perfect for its success. Fall brings coolness, and coffee provides warmth. Pumpkin pie is a rare treat enjoyed only a couple of times a year, and its distinct flavorings symbolize the communal pleasures of autumn. The color orange is inherently associated with fall and pumpkins, and an orange drink is unusual enough to evoke a sense memory, even if only glimpsed inside an opaque cup. By perfecting the taste of fall, Starbucks understood what consumers truly desired. When you love something, you yearn to be connected to it, and there’s no closer connection than consumption. Autumn signifies melancholy endings, and the PSL delivers that feeling internally, like fall’s own Eucharist.
One might find it paradoxical to consider this process as wholesome, especially considering that the drink itself contains a significant amount of fat and 50 grams of sugar. However, from a spiritual standpoint, the argument can be made. In comparison to more recent contrivances in the food industry, such as Wendy’s Baconator Pringles or AI-flavored Coca-Cola, a coffee beverage infused with the spirit of fall is undeniably conventional, perhaps even conservative. What does it mean that the ritual of pumpkin spice is relatively new yet feels so venerable? It suggests that both you and I were once young, or at least younger, but now we are old, or at least older. It also signifies that pumpkin spice wasn’t just successful, but also intrinsic to the spirit of the season. Cinnamon, nutmeg, clove, and ginger, tinged with an orange hue and suspended in a medium for consumption: this is autumn.
Denial of responsibility! Vigour Times is an automatic aggregator of Global media. In each content, the hyperlink to the primary source is specified. All trademarks belong to their rightful owners, and all materials to their authors. For any complaint, please reach us at – [email protected]. We will take necessary action within 24 hours.
