Pay no attention to the calendar.
Autumn starts when Starbucks says it starts.
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This year, the coffee juggernaut’s Pumpkin Spice Latte season will begin Aug. 26 — the same as last year.
It was 21 years years ago, back in aught-3, on a day that should go down in brand marketing history, when Starbucks introduced the Pumpkin Spice Latte. The move set off a fall beverage revolution. Now, virtually every shop that sells coffee — from 7-Eleven to indie roasters — offers some version of the PSL or other fall-flavored drinks.
At Starbucks, the full autumnal menu — think apple — will launch that day also.
What if you’re one of those who doesn’t like to drink pumpkin coffees until autumn actually arrives?
Mark Sept. 22 on your calendar.