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Meghan Markle, the Duchess of Sussex, has officially announced her lifestyle brand As Ever’s latest venture: a Napa Valley rosé wine. The news broke on Friday as As Ever, which quickly sold out of its initial artisan food offerings during its April debut, prepares to release the rosé just in time for summer celebrations.
The upcoming As Ever rosé is described by the brand as featuring "soft notes of stone fruit, gentle minerality and a lasting finish," emphasizing a sophisticated flavor profile designed for easy summer entertaining. This marks the brand’s first foray into alcoholic beverages, expanding from its earlier focus on gourmet foods like homemade jams and artisanal spreads.
The official release date is July 1, with sales opening at 11am ET, according to the announcement shared on the As Ever website. The rosé has already generated buzz on social media, with style-focused Instagram accounts highlighting the release’s summer timing. For those eager to host gatherings with a royal twist, As Ever suggests this bespoke blend will serve as the perfect centerpiece for the season’s festivities.
As part of As Ever’s re-launch, Meghan introduced additional limited-edition products, including an Orange Blossom Honey and an Apricot Spread. These joined returning favorites such as Flower Sprinkles, Crepe Mix, Shortbread Cookie Mix, and Herbal Teas in flavors like hibiscus, lemon ginger, and peppermint. As was the case in April, many of these products rapidly sold out following the restock. The Apricot Spread, described as having a "gentle tartness" and "smooth texture," has proven especially popular, quickly disappearing from virtual shelves.
While the rosé launch has been widely covered in the lifestyle and royal press, it has also sparked spirited reactions online due to its July 1 release—coinciding with what would have been Princess Diana’s 64th birthday. Some royal commentators and fans took to platforms such as Twitter to note the overlap and question the timing. Royal expert Victoria Arbiter expressed her concerns on social media, writing, “July 1st, Diana’s birthday,” highlighting the emotional significance for many followers of the royal family.
Despite the debate, As Ever appears focused on promoting its products as additions to stylish seasonal gatherings, positioning the rosé as a timely and thoughtful choice for summer celebrations.
Since its launch, As Ever has become known for its ability to create demand, with products selling out rapidly in both April and the recent June relaunch. The move into wine aligns Meghan with other celebrities leveraging personal branding to enter the beverage industry.
For updates and details as the rosé goes on sale, readers can follow @aseverofficial’s official Instagram, where the announcement post has already drawn significant interest. The new product can also be explored further on the As Ever official website, which houses Meghan’s curated collection of artisanal foods.
As Meghan Markle’s As Ever rosé prepares to make its debut, all eyes will be on how the product performs—and how it fits into the ongoing narrative surrounding the Duchess’s post-royal ventures.