Pumpkin Spice Matcha 🎃🍵

Photo: Justine Anweiler, Midnight Genius, 2024.

How something so small can mean so much.

Caution: this a tale about a seasonal autumnal drink. If you hate Starbucks or pumpkin spice, you are still welcome here. It is seasonality in Big Capitalism at its finest and I’m shameless about this fleeting indulgence.

On Monday night I woke up at 4 am and stared at the ceiling for maybe 2 hours. I try to honor the sun’s hours of operation and therefore prefer not to turn on lights when I should be sleeping.

So I did what I always do when this happens: I combed through my thoughts, blinked endlessly into the dark, and came up with genius ideas.

My favourite idea was a matcha latte with pumpkin spice cold foam on top.

I thought of its trending predecessor, the iced lavender cream oat matcha. I dreamt of my overnight success on TikTok of having created Starbucks' next viral drink. (I’m not active on TikTok). And I imagined its deliciousness.

So the next morning, I decided to action my vision.

You can hate Starbucks. I don’t love their corporate antics or political stances – however . . . the is a VERY BIG HOWEVER.

The Starbucks near me is a beacon for queer and non-binary folk, in a city that is otherwise non-progressive. So I support them regularly and I have found my drink(s) of choice.

So I walked in and shared my midnight genius:

🧡 Pumpkin on the top, matcha on the bottom 💚

All three baristas listened, two of them collaborated, and one of them asked “Justine do you trust us?”

I was surprised by how much vulnerability arose in me from that question.

Something so small. They know my drink orders, my modifications, and my preferences. Also – IT’S JUST A DRINK - who cares!!!

I said "I did" and they proceeded.

The image above is the concoction they made for me and it reminded me of 2 important things in life:

🧡 Our ideas are worth exploring, sharing, and executing.
💚 We are supported by people who believe in us and our ideas.

My final note is: invest in your ideas first and don’t be surprised when you find people to FUNd them further.

Article FAQs generated by Chat GPT:
1. What does the author mean by "seasonality in Big Capitalism”?
This refers to the practice by large corporations of capitalizing on seasonal trends to boost sales and create a sense of urgency or excitement among consumers. It involves promoting limited-time products or services that are associated with specific seasons, holidays, or cultural moments. Products like the Pumpkin Spice Latte in the fall, a drink that has become synonymous with the autumn season. This strategy leverages seasonal nostalgia and cultural rituals to encourage consumers to purchase these products while they are available, thereby driving repeat business and increasing profits. It reflects how corporations use the cyclical nature of seasons to create predictable spikes in consumer spending by tapping into emotional connections, traditions, and the allure of "fleeting indulgence."

2. Why would someone feel conflicted about supporting Starbucks?
Starbucks is a large, profit-driven corporation often criticized for various reasons, such as its labor practices, impact on small businesses, environmental footprint, and perceived hypocrisy in its political stances or marketing strategies. For someone who values ethical consumerism, supporting such a company might feel like endorsing these negative aspects.

On the other hand, Starbucks can provide positive, meaningful experiences at a local level. For example, as the author mentions, a particular Starbucks store may serve as an inclusive space for marginalized communities, such as queer and non-binary people, in areas where such spaces are scarce. This creates a dilemma: should one avoid supporting the company due to its corporate behavior, or continue supporting a local store that contributes positively to their community?

3. Do the flavours of matcha and pumpkin spice cream go together?
Matcha has an earthy, slightly grassy flavor with a hint of bitterness, while pumpkin spice cream typically features a blend of warm spices like cinnamon, nutmeg, cloves, and ginger, combined with a creamy, sweet base. The creaminess and spice from the pumpkin spice can balance the bold, vegetal notes of the matcha, creating a unique fusion of flavors. The sweetness and spice of the pumpkin cream can also mellow the bitterness of the matcha, resulting in a layered, autumnal drink with contrasting yet harmonious notes. It's a pairing that offers an adventurous twist, perfect for those who enjoy experimenting with unique flavor combinations.