Meghan Markle’s lifestyle brand, As Ever, has hit an unexpected snag as its latest wine release failed to sell out within 24 hours—a stark contrast to its previous instant sell-outs. The 2024 Napa Valley Rosé, launched on August 5, 2025, to coincide with the Duchess of Sussex’s 44th birthday, remained available well into the next day, marking a surprising shift for the typically fast-selling brand.
Last year’s 2023 vintage rosé sold out in under an hour when it dropped on July 1, 2024, making this year’s slower sales a notable deviation. As Ever even posted a gentle nudge on Instagram, telling its 873,000 followers, “Shop our newest Napa Valley summer favorite while supplies last.” The brand had initially reassured fans on its Instagram Story, stating, “We made so much more this time round, and yet it’s still going fast!”—but the reality told a different story.
The $90 (£67) three-bottle set was marketed as an easy-drinking summer favorite, continuing the brand’s upscale, California-inspired aesthetic. Meghan herself celebrated the launch with a personal Instagram Story, writing, “Here we go! First bottle off the line! Toasting to a beautiful day. Our Napa rosé is live @aseverofficial.” Yet, despite the fanfare, the wine lingered on shelves—unlike the brand’s April 2025 debut, where products like lemon shortbread cookie mix, apricot jam, and raspberry spread sold out within hours.
Industry watchers are now questioning whether this signals a softening demand for Meghan Markle’s ventures or simply reflects a larger stock release. Either way, it’s a rare stumble for As Ever, which has otherwise enjoyed runaway success since its launch.
The brand has teased future expansions, including homeware, cookbooks, and even a California vineyard—but this slower sales performance may prompt a reassessment of strategy.