It’s not truly the holiday season without Starbucks’ lineup of holiday drinks. This year the coffee-powerhouse debuted the Toasted White Chocolate Mocha, the Chestnut Praline Chai Tea Latte, and even a Candy Cane Whoopie Pie. These join the ranks of other limited-edition drinks, which Starbucks is notorious for during the changing seasons. Most notable among Starbucks’ vast array of seasonal drinks is the fall favorite Pumpkin Spice Latte—dubbed PSL by fans—which sparked a global phenomenon and was replicated by other brands in their menu offerings.
Vivaldi CEO and Founder Erich Joachimsthaler spoke to USA Today about Starbucks’ strategic use of seasonal drinks: “Starbucks has done extremely well in maximizing the number of trips you make to a store. Limited-edition drinks gets the customer into the store more and more.” However, he noted the limited-time-offer play may have an expiration date for consumers, which is why Starbucks is diversifying its offerings in new ways. These now include the Starbucks Reserve Roastery and the company’s first on-site Italian bakery, Princi. He adds, “They have run out runway there. That’s why they’re going into high-end and bakery.”