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.

Millions of people might be coping with extreme heat, but Starbucks is already getting ready for chilly fall temperatures with its most anticipated annual menu announcement. It could use the boost.