Overview

• June 20’s As Ever summer restock sold out in minutes, with new apricot spread and orange blossom honey unavailable almost immediately
• The brand’s first alcoholic product, a Napa Valley rosé described as featuring stone fruit notes and gentle minerality, is set to launch July 1 at 8 a.m. PT/11 a.m. ET
• The July 1 release date coincides with what would have been Princess Diana’s 64th birthday, prompting criticism from some royal commentators
• Meghan Markle expressed surprise at the rapid sellouts despite boosting inventory, raising questions about inventory strategy and customer expectations
• Markle has signaled plans to broaden As Ever beyond food and beverages, exploring hospitality ventures and other seasonal product verticals