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If there’s one thing Starbucks shouldn’t mess with, it’s the Pumpkin Spice Latte.
But, apparently, it has gone and done just that — and customers are getting angry.
The company, which has been teasing the launch of the most highly anticipated fall beverage on Twitter since August, began a Facebook Live video Friday at 11 a.m. titled “PSL Pumpkin Hatch.”
More: It’s not even fall yet and pumpkin spice latte has already gone too far
In the comments, the company wrote: “The official launch of the PSL season will be the same day for everyone.”
Turns out, that’s not exactly true.
Before the video began Friday morning, early risers from New York to Kentucky to Florida had already been posting photos of their cups to social media ahead of the official launch.
This photographic evidence led others across the country on a quest for autumn in a cup, only to turn up short. Like those who got their hands on the drink to celebrate, those who weren’t as lucky turned to social media — but to lament the botched release.
Displeased customers also took their complaints to Starbucks’ Facebook page.
“Seriously- just launch the PSL everywhere for everyone on the same date and stop trying to be cutesy or create hype with all these different things each year,” wrote one woman.
“Could not get my pumpkin spiced latte this morning because it’s not available,” wrote another customer.
So, what’s going on? According to a barista on the Starbucks subreddit, corporate changed the release date, “but not everyone keeps up with the updates,” which may have added to the confusion.
For the last six years, Starbucks has organized an early Pumpkin Spice Latte release through promotions like online scavenger hunts, according to Business Insider. These promotions allowed Starbucks’ most loyal members access to the drink before it hit menus.
The official release date for everyone else, Business Insider says, has happened anywhere between Sept. 2 and Sept. 8, influenced mainly by Labor Day. Despite this year’s early release, it is rumored the official release date will fall on Sept. 5.
For more details on the official release, follow along with Starbucks’ PSL Pumpkin Hatch.
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