September 22nd 2023.
Joshua Simon was just 17 when he had his first sip of a Pumpkin Spice Latte (PSL) and it was love at first taste. Never a coffee drinker before, PSL became his ‘gateway’ to stronger caffeinated drinks.
“When I was 17, I worked as an intern and did the office coffee round and I’d heard people talk about the Pumpkin Spice Latte and it was very mixed – with some people saying it tasted like soup and others saying it tasted amazing. I had to try for myself. One sip of the hot beverage and I fell in love,” he says.
Joshua, now a 30-year-old senior publicist from North London, has push notifications on his phone so he can be the first to know when the PSLs are released when autumn rolls around.
“I feel very festive and autumnal the minute my phone buzzes the minute they’ve been released. I barely get time with the job I do to get a proper break during working days – so when I have my PSL moment, I get a sense of just relaxation and relief for just those few minutes. It’s become a tradition and like something I look forward to throughout the year.”
And you only have to step foot in Joshua’s home to see his love of the drink shine through. “I have a set of PSL pumpkin-themed pillows, throws, plates and cutlery sets and a few trinkets that I put up around my flat to get the mood going,” he says. “I’m even embarrassed to say I have a PSL duvet set.”
Joshua isn’t alone in his passion for the Starbucks beverage which, this year, marks its 20th birthday. The late noughties and early 2010s were when the drink really came into its own, fast-becoming synonymous with the orange and red hues of autumn and ‘spooky szn’ culture – and well and truly establishing itself in the Tumblr, MySpace and early YouTube zeitgeist.
“It was the go-to drink of every blogger in autumn 2014 – but some of us never got over it,” says 22-year-old Imali Chislett, who’s been drinking PSLs since she was 11. “For me, drinking a PSL is a luxurious experience, far from the basic coffee experience. Ever since I was old enough to drink coffee it’s been an annual tradition that I’d go and get a Starbucks in September. As I’ve got older, this ritual has been kept.”
Kiran Bird, a 29-year-old Londoner, was first introduced to the cult classic 15 years ago after seeing US YouTubers talk about it.
“I was pretty convinced I’d love it and was desperate for it to come to the UK. As soon as it came to the UK, I bee-lined to Starbucks and, yep, I was obsessed,” says Kiran. “Autumn is my favourite season, I think because it’s when leaves fall and everything starts to feel like it’s getting ready to restart and refresh – it reminds me of that. It’s also just really delicious, I love spices like cinnamon and ginger, so it’s just a warming and comforting drink for me. I also love it’s something to look forward to after summer ends.”
Kiran’s love for PSL even featured in a huge milestone life event – as she opted for pumpkin spice as a scent at her autumnal wedding. She even gave all her bridesmaids a mini PSL candle as part of the proposal gift bags.
“How is something that brings people a little bit of joy when the days are getting darker and colder basic? And it’s not basic – an oat vanilla latte is basic,” says Kiran.
And, love it or hate it, as the famous drink turns 20, its cultural significance is undeniable.
“You have to remember that 20 years ago, the pumpkin flavor didn’t exist in the marketplace outside of canned pumpkin puree and pumpkin pie spice, and seasonal products weren’t really a thing yet either,” says Peter Dukes, the director of espresso Americas for Starbucks. “We set out to bring our customers a beverage that would encapsulate fall. Fans that have made it one of Starbucks’ most iconic beverages. And they really have.”
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