As summer heat waves continue to scorch the Bay Area, Starbucks is already signaling the arrival of autumn with its most anticipated seasonal beverage. The Pumpkin Spice Latte (PSL) will make its grand return on August 26, marking the latest release date since 2022 but still earlier than ever before.

The beloved seasonal drink has become more than just a coffee – it’s a cultural phenomenon that signals the unofficial start of fall for millions of fans. This year, Starbucks noticed an interesting trend: Google searches for “pumpkin spice” began in mid-June, earlier than previous years, suggesting people are craving autumn vibes even in the middle of summer.

The PSL isn’t just a nostalgic drink; it’s a significant revenue driver for Starbucks. Approximately 10% of the company’s overall sales come from seasonal offerings, with the PSL generating substantial foot traffic. Last year, Starbucks saw customer visits spike by over 24% on the drink’s release day.

For those who can’t wait until late August, Starbucks is rolling out fall-themed products in grocery stores this week. Fans can find PSL-inspired creamer, autumn-themed coffees, and a canned PSL coffee drink hitting shelves in early August.

The drink’s release comes amid significant changes at Starbucks. New CEO Brian Niccol has been implementing strategic shifts, including menu overhauls, uniform updates, and testing new café designs that encourage customers to spend more time in-store.

Since its launch in 2003, the Pumpkin Spice Latte has transcended its original form, inspiring an entire market of pumpkin spice products ranging from unexpected items like trash bags to more conventional offerings like yogurt and whiskey.

Whether you’re a die-hard PSL enthusiast or a casual coffee drinker, mark your calendars for August 26 – fall flavor is officially on its way.