Move over, PSL: New flavors are competing on the fall drink menu
New flavors are competing on the fall drink menu
Fall is here, which means the return of the season’s fan-favorite drink: pumpkin spice lattes.
Since Starbucks first launched its pumpkin spice latte in 2003, PSL has become an autumn staple – 86% of consumers have tried a pumpkin spice latte, according to Datassential, an analytics firm focused on the food and beverage industries.
But this year, PSL has company, with other autumn-inspired flavors – think caramel apple and s’mores – popping up on coffee shop menus in Southwestern Pennsylvania.
It’s not that America has fallen out of love with PSL; the beverage is simply competing with an array of drinks with delightful flavors.
“Pumpkin spice lattes aren’t going anywhere. I don’t think anything’s going to replace it; it’s part of the fall season. It’s a classic drink. But there are people who love to try new things and are trying different flavors, and people who don’t necessarily love pumpkin,” said Suzie Flesik, co-owner of Coffee on Crawford in Connellsville, where seven fall beverages – including the Brown Butter Toffee latte – are featured.
Datassential found that 99% more coffee establishments sold apple pie flavors and 49% more sold caramel apple compared to a year ago — in contrast, only 37% more establishments sold pumpkin spice lattes.
McDonald’s has cut pumpkin spice latte from its fall menu completely, building its beverage menu around caramel apple pie coffee.
Baristas at coffee shops are looking for innovative, creative fall flavors, turning to pecan, apple and marshmallow for variety for those seeking other fall flavors.
Chicco Baccello dropped its fall menu mid-August with its Pumpkin Palooza, featuring a bevy of pumpkin-forward beverages, including pumpkin spice nitro cold brew with sweet cream and iced coffee with pumpkin spice.
“When people think fall, they immediately think pumpkin. When fall comes around, people want pumpkin. But we’re trying to get a little more creative with drinks, and also to have options for people who don’t like pumpkin,” said Bently Layhue, a barista at Chicco Baccello’s Washington coffee shop.
So customers can order pumpkin roll white mocha and toasty pumpkin hot chocolate, but they can also sip a Granny Candy latte with butterscotch syrup and whipped cream or an apple pie latte.
Elizabeth Georgi, owner of Olde World Coffee and Gelato in Connellsville, said pumpkin spice embodies fall, much the same way that cool mornings, sweaters, changing leaves, football, and the first day of school do.
It has became a seasonal ritual – fall, in a paper cup.
“I will tell you Pumpkin Spice Latte is here to stay. You can tell people are ready for it when kids go back to school; there’s that feeling that it’s PSL time,” said Georgi.
But for people who “aren’t into pumpkin or they’re tired of it,” the coffee shop has plenty of options.
“We’ve seen so much flavor innovation, and our lead barista has come up with a lot of drinks for people who don’t want pumpkin,” said Georgi.
Alongside its pumpkin drinks – which includes a pumpkin creme brûlée latte topped with toasted brown sugar – are a blueberry maple muffin latte topped with whipped cream and blueberry drizzle, and a cookie butter mocha latte with whipped cream and caramel drizzle.
Coffee on Crawford has leaned into variations of pumpkin pie-flavored beverages, a nod to those who like pumpkin but don’t like the spices, including cinnamon and nutmeg.
The most popular drink on the menu is Cozy Campfire, a latte combination of pumpkin pie, toasted marshmallow and white mocha topped with marshmallow cold foam and pumpkin pie drizzle.
“If there could be a viral drink, it would be the Cozy Campfire. We recently took our van to an event, and almost every drink was a Cozy Campfire, hot or iced. Everybody is loving that drink, said Flesik. “It’s not your typical pumpkin spice flavor; it doesn’t have those spices. People will come in, and we’ll end up making 10 Cozy Campfires in a row because everybody wants it.”
The coffee shop also offered fall latte flights this year, a sample of four fall flavors, which was popular.
“The comment I got the most is, ‘I never would have tried caramel apple if it weren’t on the flight, and might be my favorite,'” said Flesik.
Coffee shops agree on one thing – people are rushing for their pumpkin spice lattes and fall beverages sooner each year.
“We’ve had people asking about pumpkin since August, and ever since Pumpkin Palooza, we’ve had a lot of people ordering pumpkins drinks. The pumpkin season probably will run through November and December, too, and there are some people who want it all year around,” said Layhue.