Latte art milk has been poured, rather than during the pour. Some controversy exists within the coffee community as to whether or not there is excessive focus on latte art amongst baristas. The argument is that too much focus on the superficial appearance of a drink leads some to ignore more important issues, such as taste. This is especially relevant with new baristas. There are two main types of latte art: free pouring (pattern created during the pour) and etching (using a tool to create a pattern after the pour). Free pouring is far more common in American cafés, and requires little
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