La Colombe Coffee Roasters April 2018 to explore the sale of a stake in the company. In 2016, the company began offering a canned version of the Draft Latte, a cold-pressed espresso and frothed milk latte first offered on tap in their cafes. The beverages are available for purchase at select retailers throughout the United States, as well as at all La Colombe cafes. The cans for the latte were designed by La Colombe CEO Todd Carmichael, and produced by Philadelphia-based Crown Holdings. The Draft Latte is produced in multiple flavors in addition to the coffee-forward Original and Triple, including Vanilla, Mocha, and Chai,
Pumpkin Spice Latte messaging. Starbucks has written that their target market represents the demographics using social media most heavily, including on Twitter, Facebook, and Instagram. In 2013, the company added a gaming element to the drink's arrival, allowing customers to "unlock" the drink at Starbucks stores nearby by ordering the drink with a code before its official sale date. Between August 2012 and January 2014, there were over 29,000 tweets with the hash tag "#PSL", and in a single fall day use of the PSL hash tag exceeded 12 million. Since the introduction of the Starbucks Pumpkin Spice Latte, other companies have created