History is written by the winners, which is why it is widely believed that the Pumpkin Spice Latte is the creation of Starbucks. According to their own storyPSL was first established in the spring of 2003 in the Liquid Lab, a secure research and development space on the 7th floor.vol floor of the Starbucks headquarters in Seattle. Their version even includes a quintessentially folk reunion moment – a charming “aha” moment in which the band members “fork on pumpkin pie and then take a sip of heated espresso.”
The actual story is a bit darker. Delving deeper into the topic, Sprudge editor Liz Clayton notes that Pumpkin Pie Spice was created in the 1930s by the McCormick spice company, which then shortened the name to simply Pumpkin Spice in the 1960s. The tradition of adding spices to coffee is even centuries older, so it is unclear where PSL really began.
There’s also a fresh alternate history Pumpkin Spice Latte that predates Starbucks by a decade. Everyone knows the Pumpkin Spice Latte was created in Seattle, but this argument assumes: maybe it was Tori Amos?
Yes, that Tori Amos. The piano queen of the grunge era. Singer-songwriter known for hits such as Crucify and Cornflake Girl.
Stereogum discovered an article from the September 1994 issue Rocketa free biweekly music magazine published in Seattle. It reads as follows:
Tori Amos has an idea. But not an idea for a song – a fresh drink. Returning to Seattle for his second visit this year, Amos is eager to find an audience for his latest beverage-making experiment. “You get everything you like from Starbucks,” he says. “Well, I have one that tastes like pumpkin pie. It’s my own invention. It’s my contribution to Halloween. A little witch warmer!”
Amos’ most ardent fans would probably tell you that he doesn’t have to resort to making pumpkin spice lattes to wow a crowd…
This is history-changing stuff. It’s one thing for someone to say, “You know, I actually invented the Pumpkin Spice Latte before Starbucks,” which is probably a story that a lot of people know some version of. But it’s a completely different matter that it will be printed, dated and credited to one of the most recognizable musicians of the time. In the same city that Starbucks claims. Admittedly, I’m not a fan of the PSL, mainly because you can get it in August, which is reminiscent of the sweaty last pangs of overdue capitalism. But if you tell me Tori Amos called it a “little witch warmer” and a Halloween insert, sign me up.
So, until proven otherwise, Tori Amos is officially the creator of the Pumpkin Spice Latte, which seeded cultural awareness among Seattle coffee drinkers from whom Starbucks took the idea and turned it into what it has become today. At least it’s a much better story than some crazy R&D guy who came up with the idea after a sip of pumpkin pie and espresso.
