The Inventor of the Pumpkin Spice Latte Told Us How It Became a Cult Favorite — And Starbucks Is Celebrating the 20-Year Anniversary With 2 New Drinks

Can these newcomers top the PSL's two decades of viral fame?

The autumnal equinox occurs in late September, but many know the real start of fall as when the Pumpkin Spice Latte (affectionately known as the PSL) hits menus. Starbucks’ seasonal lineup arrives nationwide tomorrow with two new items: Iced Apple Crisp Oatmilk Shaken Espresso and Iced Pumpkin Cream Chai Tea Latte.

The latter, based on a fan-favorite modification of the classic chai latte, is topped with the chain’s pumpkin cold foam. The new shaken espresso stands as a sibling to the seasonal Apple Crisp Oatmilk Macchiato, first introduced in 2021.

This year’s launch also inks a milestone anniversary for the brand, representing 20 years since the drink first debuted on menus largely thanks to the work of project manager Peter Dukes, who at the time led the brand’s espresso team. Dubbed by some as the “father of the PSL,” Dukes, who now conceptualizes new Starbucks locations instead of seasonal beverages, says that the whipped cream-topped latte’s launch was a proverbial leap of faith.

“When you go back twenty years ago, there was nothing like this on the market at the time,” he says.

The Pumpkin Spice Latte actually followed the successful launch of another seasonal offering, the Peppermint Mocha, just a year earlier in 2002. While evaluating a handful of potential flavors for an autumnal launch, Dukes says that focus groups indicated the lowest purchase intent for pumpkin, but remained still curious about the flavor, and ranked it highest on the basis of “uniqueness.”

The team took a calculated risk, and after a few discussions in the company’s “Liquid Lab” in Seattle, they decided to move ahead with the concept. Dukes shares that the drink was initially called the “Fall Harvest Latte” which, admittedly, doesn’t have the same ring.

How the Pumpkin Spice Latte was created

To recreate the experience of biting into a velvety pumpkin pie, Dukes says his team chose a sauce over syrup for a heavier mouthfeel. During development, the team poured espresso over pumpkin pies to better understand the taste and textures. They discovered that a combination of pie spices (such as cinnamon, nutmeg, and clove) with steamed milk created a well-balanced, creamy flavor profile.

Related: The Surprising History of Pumpkin Spice

In fall 2003, the latte launched in 100 stores across Washington D.C. and Vancouver, Canada. Store managers were singing the praises of the drink, and Dukes says he felt confident that they “were onto something.” The Pumpkin Spice Latte hit national menus in the U.S. and Canada the following autumn — baristas have served hundreds of millions of PSLs since. The coffee chain now offers three pumpkin-flavored beverages, including the new chai latte and the Pumpkin Cream Cold Brew, introduced in 2019.

Why the Pumpkin Spice Latte went viral

“It wasn’t something that happened overnight. Typically, we’ll carry our seasonal offerings for two to three years, and they’ll run their course,” Dukes says. “Something was different about this, and social media definitely helped to fuel that.”

The Pumpkin Spice Latte started building momentum online around 2006, and Dukes says the rise of Facebook and Twitter (now X) strengthened the drink’s fanbase. Starbucks even opened a dedicated social media account, @TheRealPSL, as the drink hit a new level of virality, earning a video shoutout from Taylor Swift in 2021, and inspiring noticeably similar drinks from brands like Dunkin’ Donuts and Peet’s Coffee.

In fact, the PSL inspired a massive retail category in the United States, and companies now offer everything from pumpkin-spiced deodorant to limited-edition Cheerios. Recent NielsenIQ data indicates that Americans spent $802.5 million on pumpkin-related products over the past year, up from $563.6 million in 2019. While the PSL might have gained an online reputation for being “basic” (a somewhat thinly-veiled jab at women enjoying things), it’s since solidified its spot as an annual tradition —  basic, or not.

Related: How to Make 6 Barista-Quality Espresso Drinks at Home

“I’ve been proud of it all along,” Dukes says. “It’s just fun — it’s a fun beverage.”

And yes, Dukes does see your #PSL memes. Or at least his two teenagers do, as the seasonal drink has become a family affair. He says he’ll take his pumpkin lattes hot, either fieldside at a soccer game or as a Saturday morning treat.  “It’s evolved and now becomes a marker of fall,” Dukes says. “When the PSL lands, you know fall is here.”

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