Meghan Markle’s first foray into the wine business has made an immediate splash, with her newly released rosé under the As Ever label selling out shortly after its launch.
The 2023 Napa Valley Rosé was officially unveiled during As Ever’s product restock on June 20 and reportedly sold out within hours after its listing on the 1st July.
“The rosé marks the beginning of As Ever's thoughtful expansion into wine, with a Méthode Champenoise Napa Valley sparkling wine planned for the near future and additional varietals to follow,” the brand said in a statement.
No release date has been confirmed for the upcoming sparkling wine.
Priced at US$30 per bottle, the As Ever rosé was sold exclusively in sets via the brand’s online boutique, starting at $90 for three bottles. Larger bundles are available at a discount - $159 for six bottles and $300 for a full case of 12.
The Duchess of Sussex’s debut vintage is a blend of cabernet sauvignon, mourvèdre, grenache, and syrah grapes - all grown in Napa Valley. Unusually for a rosé, the wine carries an alcohol by volume (ABV) of 14.5%, notably higher than the typical 12.5% - 13% range common to the style.
The launch also comes with sentimental timing. June 20 marks both a key date associated with Princess Diana and the early stages of Meghan and Prince Harry’s relationship, underscoring the personal significance of the brand’s direction.
Meghan originally teased her entry into wine during April’s debut As Ever launch, which sold out in under an hour. At that time, few details were shared beyond a reference to “gentle minerality” and notes of stone fruit in the rosé - descriptors common to Provençal-style rosés and other warm-climate blends.
Alongside the wine, As Ever’s restock included new products like apricot jam and orange blossom honey, and a return of six original items from the April launch: three herbal teas (hibiscus, lemon ginger, and peppermint), crepe mix, shortbread cookie mix, and floral sprinkles. The June restock, like the original, sold out on the same day.
