It was 21 years years ago, back in aught-3, on a day that should go down in brand marketing history, when Starbucks introduced the Pumpkin Spice Latte. The move set off a fall beverage revolution. Now, virtually every shop that sells coffee — from 7-Eleven to indie roasters — offers some version of the PSL or other fall-flavored drinks.

Despite it still being summer, Starbucks is already ready for the autumn season after revealing the return of its famous pumpkin spice latte to the menu.

W hether you love it or roll your eyes at it, there’s no denying the cultural chokehold that pumpkin spice has on fall. Starbucks is (once again) kickstarting the season early