And drama is building around its official announcement.
Fall lovers know the beginning of the season has nothing to do with a date on the calendar or even cooling temperatures. Instead, it's all about the release of a cultural phenomenon: The Pumpkin Spice Latte (affectionately known as the PSL).
Now there are a lot of places one can find a pumpkin-flavored beverage. Dunkin Donuts and McDonald's made their versions available all the way back in August, and smaller coffeehouses around the country are likely to follow suit now that September has arrived. But when it comes to the spiced concoction, one name has reigned supreme—Starbucks.
Fans of the chain’s pumpkin-flavored beverage have clamored for weeks for intel on its official 2017 release date. Would it be the start of September, or the start of the first full week, as in years past? On August 30, the verified PSL Twitter account (operated by Starbucks), sent a cryptic message instructing fans of the beverage to check Starbucks’ Facebook page on September 1 for information on when the beverage would be available in stores, that sent the Internet’s fall flavor enthusiasts into a bit of hysteria.
However, on the morning of September 1 when Starbucks chains around the country began to open, there was no new update on the Facebook page or Twitter account.
But trips to the chain proved otherwise.
On an adventure to the Starbucks outpost right outside our Real Simple offices at 250 Vesey Street in New York City, PSL signage greeted us from outside the shop’s entrance, with updated menus featuring fall’s seasonal beverages displayed in-store.
When we hesitantly placed our order for a Grande Pumpkin Spice Latte (with whip, obviously), the barista readily accommodated us, and said that today, September 1, was, in fact, the official release date.
We’re not the only ones who were able to receive the beverage. Social media users have tweeted and shared photos of their lattes, indicating that they're available at multiple locations.
While we’re still waiting on the official word from Starbucks, the drama has started to, er, whip into a frenzy, with a reveal of sorts streaming on the brand's page via Facebook Live.