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Starbucks is ready to bring your favorite fall beverage a little early in 2018, with the Pumpkin Spice Latte getting its earliest release date yet. Generally, Starbucks brings back the Pumpkin Spice Latte — a customer favorite for nearly 15 years.
However, this year, the chain will add the drink back to the menu on Tuesday, Aug. 28.
“We know the Pumpkin Spice Latte is a beverage that Starbucks customers wait for with anticipation all year, and we’re excited to give our fans the opportunity to get their fall fix a little earlier,” Starbucks announced in an email to Business Insider.
Business Insider notes that the decision comes as news surfaces that Starbucks is tracking short of quarterly projections.
This week, Piper Jaffray lowered its rating on Starbucks— from buy to neutral — in part because comparable sales are tracking at 2%, which is lower than the consensus of 2.8%. Starbucks’ next quarter represents the 13-week period that started on July 1 and will end in early October. Making sure that PSL season goes on as long as possible and lasts for as much as the fourth quarter as possible is a helpful way to boost these sales.
It also doesn’t hurt that Starbucks sales have been trending towards customers buying cold drinks, so the decision to bring the Pumpkin Spice Latte back in late-August could encourage customers and get them in the routine of getting their fall fix earlier than usual.
So get your yoga pants ready and strap on your Uggs, because its Pumpkin Spice Latte season.
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