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Meghan Markle Previews Second As Ever Rosé and Confirms Restock Date

Restricted U.S. website availability has sparked swift sellouts, prompting calls for broader distribution with marketing consistency

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Meghan Markle smiles during a visit to Reprezent 107.3FM in Pop Brixton, London, on January 9, 2018.
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Overview

  • As Ever’s 2024 Napa Valley Rosé will be available through its U.S. website on August 5 at 12 PM PT/3 PM ET following a teaser video released on the eve of Meghan’s 44th birthday.
  • The inaugural 2023 Napa Valley Rosé sold out in under an hour on July 1 as demand far exceeded the limited production run.
  • Experts say supply shortages and pauses in As Ever’s social media posts and newsletters are undermining the brand’s ability to capitalize on consumer interest.
  • Brand advisors point to Kylie Minogue’s model of supermarket distribution and accessible pricing as a blueprint for scaling Meghan’s wine business globally.
  • As Ever currently requires a three-bottle minimum order for $90 plus $20 shipping, which confines sales to a direct-to-consumer U.S. audience.