As holidays come around, the sweet scent of peppermint from coffee shops also come with it. Starbucks shares seasonal drinks each year for their customers to try. There is neurological science behind all the marketing to keep the customers coming back for more. 

When Starbucks comes up with seasonal drinks, they normally return with the same seasonal flavors: Peppermint Mocha, Toasted White Chocolate Mocha, Caramel Brulée Latte, Chestnut Praline Latte, and Eggnog Latte, all available hot, iced and Frappuccino blended beverages. There is a purpose behind each and every one of the drinks made. According to marketplace.org, “The aromas in these holiday products are crafted to trigger emotions and feelings. In the last five years, scientists have made huge steps in understanding how scents affect us neurologically. And the feelings aroused aren’t always warm, fuzzy ones.”

Many coffee companies have been trying to nail down the seasonal flavors for many years. It took Starbucks two years of research and development to release its first new seasonal beverage in five years: the chestnut praline latte. According to marketplace.org, “Companies have been playing with seasonal flavors for decades, but now chain corporations can afford to hire specialized flavorists who concoct powerful and addictive tastes. Flavoring has grown into a $2.7 billion industry, and seasonal drinks are a big part of it.”

Senior Emma Shaw has been working at Starbucks for a year now, she sees the most customers at Starbucks during the holiday time.

“During the beginning of the holiday season we get a lot of customers. I definitely think that Starbucks tries to make the holiday season bigger each year, they want to make Starbucks a place to go if you want that Christmas feel,” said Shaw. 

Shaw recommends for customers to come to Starbucks for a holiday beverage.

“I really recommend the hot chestnut praline latte with oat milk if you like something subtle and nutty. I also suggest trying a cold brew with oat milk and chestnut praline for some extra caffeine,” said Shaw.