Written By: Cove Johnson Rabidoux
It is difficult to imagine welcoming fall without a pumpkin spice latte. Whether you enjoy drinking them yourself or not, chances are you’ve encountered the craze in one form or another. From social media buzz to grocery store aisles stocked with pumpkin spice-flavored everything, this beloved seasonal drink has become a staple of autumn. Even if you don’t indulge in the latte itself, the scent, flavor, and excitement surrounding it have become synonymous with the cozy, festive atmosphere of the fall season. But where exactly did pumpkin spice lattes (PSLs) originate, and how did this drink become a cultural phenomenon?
Starbucks introduced pumpkin spice lattes in 2003 after months of taste-testing and recipe refining. At that time, the coffee company was looking to release a new fall beverage that would be popular among consumers. Ultimately, after testing several new drinks, they settled on a latte handcrafted with espresso, steamed milk, pumpkin spice sauce, whipped cream, and topped with a sprinkle of pumpkin pie spice topping. With that, the pumpkin spice latte was born. Yet they had no idea just how popular the latte would become.
While the latte has been popular since its beginning in 2003, its popularity exploded on social media in the early 2010s. This is partly due to the creation of "The Real PSL, a Starbucks-run social media account that personified the latte. Starbucks’ use of the @therealPSL persona on Twitter and Instagram transformed a PR strategy into a cultural movement. Initially created to remind people that Starbucks started the pumpkin spice latte craze, the fun character grew into something so much bigger, turning the latte into a symbol of fall itself. Social media users loved the playful character, which led more and more consumers to try the latte and fall in love with its autumnal flavors. In fact, between 2003 and 2015, Starbucks sold more than 500 million pumpkin spice lattes.
But Starbucks wasn't the only one promoting pumpkin spice lattes online. Regular coffee drinkers also began posting autumnal photos of their vibrant orange lattes to enhance the aesthetic and seasonal vibes of their social media feeds. These posts further amplified the latte's association with fall, making it a must-have for capturing the essence of the season.
However, not everyone fell in love with the drink. For years, critics have labeled the pumpkin spice latte as "basic"—a term used to describe something or someone perceived as unoriginal, predictable, and related to mainstream trends. This label is almost exclusively used to describe women---- particularly white women----who consume popular, often seasonal products. Alongside the PSL, things like Uggs, yoga pants, selfies, and dining at Chipotle are frequently associated with being basic. The pumpkin spice latte originally became a symbol of basic culture, as it was meant to represent a shallow fixation on trends. As a result, those who are overly critical of pumpkin spice lattes often use this label to distance themselves from what they perceive as mainstream or clichéd, positioning themselves as more unique.
Despite this, the pumpkin spice latte remains loved to this day. Plus, it is no longer just limited to Starbucks. Coffee shops and cafes across the world have introduced pumpkin spice drinks into their menus as a way to appeal to a wide range of people, showing that the drinks' association with fall and comfort remains strong for many.
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