It’s that time of year again when the leaves begin to turn, and when grocery store aisles are lined with candy and everything gets a pumpkin spice makeover.

Starbucks, the most notorious of all pumpkin spice peddlers, is going all out for this year’s fall promotion—going so far as to create a dedicated Instagram profile, verified Twitter account and its very own sponsored hashtag emoji.

Fans of the sugary-sweet fall tradition can even use a dedicated Facebook Messenger Bot, where users can ask the pumpkin spice latte (PSL) character questions, access animated gifs and photos. The spicy cup of autumn warmth is also creating buzz on Tumblr, with a collection of themed photos, gifs and the ability to share your every own PSL pics with the hashtag #ShowMeYourSpice.

Just as the McDonald’s Shamrock Shake used to appear in the spring, the PSL has become an official herald of the autumn season—and comes with its own dedicated fan base.

To see just how much hype is generated by the annual launch of the PSL, social media analytics company Spredfast collected some interesting statistics in the week leading up to the Tuesday’s menu re-launch.

In the week leading up to the re-launch, tweets about the drink reached a maximum of 2,855 per minute. However, once the drink launched, that number leaped to 5,076 tweets per minute. In total, the phrase “pumpkin spice latte” and the abbreviated hashtag #PSL have racked up over 56.8 million tweets.


According to the report, there have been more than 731,000 posts tagged with #pumpkin on Instagram related to the drink and another 468,000 labeled with #PSL. Moreover, Starbucks’ PSLs receive 493 percent more likes per photo than shots tagged with #Starbucks.

Starbucks’ PSL is back for its 13th year and remains the coffee king’s most popular menu item. Since 2015, the PCL contains real pumpkin and no caramel color, although its nutritional value and addictive properties are another topic altogether.

Whether or not the drink itself will kill you, Starbucks is totally killing it on social media.