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As Ever Issues Refunds After Second Apricot Spread Oversell

Technical glitches stripping customers of their spread orders have prompted refunds with a promise of free replacement jars.

Meghan Markle poses with her Napa Valley rosé wine in a publicity image released by her As Ever online shop.
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Overview

  • The latest limited-edition apricot spread sold out within an hour but was oversold, leaving many customers without their orders.
  • Many customers encountered website 404 errors when submitting orders and later received emails stating their purchases could not be fulfilled, with refunds processed by the end of the week.
  • As Ever pledged that affected customers would receive free jars upon restock and be prioritized for future drops.
  • This incident follows a similar oversell in April of a limited-edition honey, for which Meghan Markle issued an apology and refunds.
  • The brand’s first 2023 Napa Valley rosé sold out in just over an hour, and more wine varietals are in development despite ongoing operational challenges.