Starbucks, relax. I barely had time to hang my swim trunks and don a flannel before you started rolling out Pumpkin Spice Lattes in August. The seasonal creep is already upon us as companies (like Krispy Kreme, Dunkin’ Doughnuts, and Goldfish) launch fall-inspired products early to maximize profits. This year we could be experiencing “seasonal beverage fatigue” as gimmicky drinks continue to pop-up and interest and sales decline. Since 2015, nothing has come close to the social media surge caused by Starbucks’ “basic” PSL. Consequently, brands have struggled to position their seasonal products and are now relying on summer release dates to squeeze the most out of fall spiced drinks. Is August too early for fall flavors, or could they just use creative refresh? (We can help 😉).