This fall, STōK Cold Brew, a brand of Danone North America, Broomfield, Colo., and White Plains, N.Y., is changing everything coffee-drinkers know about the season of pumpkin spice with new STōK Pumpkin Cold Brew, it says.

To launch the anything-but-basic brew, STōK is partnering with counterculture comedian Tom Segura to create and give away limited-edition coffee tumblers. With more people enjoying their coffee at home, STōK Pumpkin provides the boost cold brew lovers need to kick start their fall with a new kind of pumpkin flavored coffee, the company says.

Like STōK, Segura tells it like it is, the company notes. Taking inspiration from the tongue-in-cheek, irreverent STōK Pumpkin packaging — which pokes fun at the hilarity of fall fanatics with phrases like "Literally Can't Even" and "OMG PSL" — the custom tumbler speaks to the seasonal cold brew's bold taste and unfiltered attitude.

"Everyone knows I do not take myself seriously at all, but I'm serious AF about cold brew coffee shaking up the most basic season," Segura said in a statement. "This tumbler pokes fun at the sometimes ridiculous fall frenzy that comes with the onset of the season. So whether or not you're an all-out pumpkin fan, we created something to hold your STōK cold brew so you can take on the season."

Cold brew fans who want to get their hands on new STōK Pumpkin Cold Brew and one of the 600 custom tumblers can visit to claim. The Tom-Segura-designed, reusable tumblers are available on a first-come, first-served basis, the company says.

"It's no secret that people love pumpkin, and once fall arrives it's hard to ignore the frenzy that circles the flavor," said Brittney Polka, director of marketing for STōK. "STōK has always put coffee first, and our pumpkin variety is no different — starting with quality cold brew and adding our take on a delicious pumpkin spice blend gives fall a bold taste."

STōK Pumpkin Cold Brew now is available for the season at grocery and retailers nationwide at a suggested retail price of $4.99 for a 48-ounce bottle.