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  • Is it just basic bitches that like to drink PSL?
  • Is it just basic bitches that like to drink PSL?
    Kathleen Kamphausen (2015) ©
CASE STUDY

Pumpkin Spice Latte: the making of a liquid cult

More than 200 million Pumpkin Spice Lattes have been sold since 2003, attracting a cult-like following in the process. Its arrival is considered the ‘start of fall’, welcomed online with excitement worthy of a homecoming queen. How did a hot drink become the icon of all things autumnal?