How Starbucks Perfected Autumn 完整解析

閱讀前你該知道的事

講到秋天，就不能不提到星巴克的超人氣秋冬限定飲品「南瓜拿鐵」，自從20年前推出以來，在全球已賣了數億杯。濃縮咖啡、蒸牛奶，搭配南瓜香料：肉桂、肉荳蔻和丁香，本文作者 IAN BOGOST 在這篇文中探討星巴克是如何透過一杯飲料，讓秋天變得完美。

 When you love something, you long to be close to it, and nothing makes a thing closer than consumption.

閱讀前你該知道的詞彙

Autumn 秋天

spice 香料

pumpkin 南瓜

consumption 進食

閱讀全文 >> How Starbucks Perfected Autumn

I drink the Pumpkin Spice Latte to commune with autumn. Not first for its taste, warmth or color, though also for those things. I order pumpkin spice to fuse my body with the leaves, the crisp air, the gentle reminders of death, and all the other trappings of fall. Twenty years ago this month, Starbucks brought this flavor to the world. In so doing, autumn was perfected.

我喝南瓜拿鐵，是為了與秋天建立一種共鳴，不是因為它的味道、溫暖或顏色，雖然這些也是原因之一，我點南瓜拿鐵是為了將我的身體融入落葉飄零、清新的空氣，融入淡淡的死亡提醒，融入秋季的種種特徵。在二十年前的這個月（八月），星巴克將這個口味帶給了全世界。從此，秋天變得更完美。

The Pumpkin Spice Latte—the PSL, to its devotees—was not, of course, the first mass-marketed seasonal coffee beverage. By 2003, Starbucks had already introduced a pair of Christmas drinks: the eggnog latte (born in 1986) and the peppermint mocha (2002). But these precedents were different in kind. Eggnog is a beverage of its own; peppermint is a normal flavoring. The PSL was something else entirely: a concoction of known elements recombined into a new seasonal essence that somehow came to seem as though it had always been around.