Starbucks is baffling customers with a cryptic video that is supposed to reveal the Pumpkin Spice Latte's launch date

Thousands of customers are watching a Starbucks‘ livestream that promises to explain what is happening with the chain’s confusing Pumpkin Spice Latte launch.

On Friday, at roughly 11 a.m. ET, Starbucks began airing a Facebook Live video titled “PSL Pumpkin Hatch.”

“We’re excited to share that for the first time ever, the road to PSL’s return will be livestreamed 24/7 on Facebook for all his fans to see,” a Starbucks spokesperson said in an email to Business Insider. “Here is the link to the livestream; PSL fans can follow along for potential clues to when Starbucks PSL will officially launch in store.”

“Keep an eye on the livestream and ultimately the officially launch time for Starbucks PSL will be revealed!” she continued. 

As of 11:30 a.m. ET, 30 minutes into the livestream, the video had 81,000 views and had been shared more than 600 times. 

In the more than 800 comments, Pumpkin Spice Latte fans were freaking out. 

“I haven’t blinked in like 5 minutes,” wrote one person. 

“I’ve literally been in this feed for half an hour,” wrote another. “Whyyy.” 

“Just went to a local Starbucks and they said September 5,” wrote a third. “I want it now!” 

PSLAmanda McKelveyBusiness Insider’s Amanda McKelvey was originally denied her Pumpkin Spice Latte, despite a sign saying that the seasonal beverage would return on September 1.

While Starbucks has not announced the release date of the Pumpkin Spice Latte, many people were able to order the seasonal beverage already this morning. However, a large number of customers and baristas remain confused about when they can actually order and serve the drink — and the cryptic livestream isn’t providing any answers yet. 

We will update this post as more information about the Pumpkin Spice Latte’s launch date emerges. 

Watch the Pumpkin Spice Latte “hatching” livestream here: 


PSL Pumpkin Hatch
For the first time ever seen by humans!! The magical arrival of the Pumpkin Spice Latte!! Don’t miss a moment!!
Posted by Starbucks on Friday, September 1, 2017

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