Pumpkin spice up your life: how Starbucks co-opted an entire season

Neutral News

The yearly unveiling of the pumpkin spice latte has become as emblematic of autumn as the changing leaves

Autumn is coming early this year. Rumor has it that despite the heat, Starbucks is releasing its pumpkin spice latte earlier than ever, on 27 August. The yearly unveiling of the drink, which has become as emblematic of the autumn as the changing leaves, is a media obsession – to the point that outlets publish articles announcing that there is no announcement. It’s proof of the company’s success: Starbucks has helped to brand an entire season.

The pumpkin spice latte is now available in more than 50 countries, the company says. As of last year, the drink had brought in roughly $1.4bn in sales, according to media estimates. And in the US, it has become inextricable from autumn, to the point where a chill in the air feels like a Starbucks promotion.

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Source: theguardian