Starbucks is gearing up for its annual menu announcement, which could be just what the coffee chain needs after struggling with slumping sales and growing competition. The popular Pumpkin Spice Latte (PSL) will return to menus on August 26, four days later than last year’s release date.
The PSL is a top seller, accounting for around 10% of Starbucks’ overall sales. Last year, its release led to a significant spike in foot traffic, with visits increasing by over 24% compared to a typical day. This year, the company has decided to give customers a head start, announcing the drink’s arrival a month earlier than usual.
The move is likely due to an increase in Google searches for “pumpkin spice” starting in mid-June, rather than mid-July. The company typically announces the PSL’s release a few days before its actual debut, but this year it wants to capitalize on the growing interest in fall flavors.
Fans can get a head start by shopping for Starbucks’ fall flavors in grocery stores this week, including a PSL-inspired creamer and autumn-themed coffees. A canned PSL coffee drink will also be released in early August. Under new CEO Brian Niccol, who took over last September, the company is introducing changes aimed at boosting sales, such as cutting 30% of its menu offerings and testing a new café design to encourage customers to linger.
Source: https://edition.cnn.com/2025/07/21/food/starbucks-pumpkin-spice-latte-release-date-2025