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Meghan Markle’s As Ever Brand Faces Skepticism Over New Rosé Vintage

Industry voices question As Ever’s quality and outlook following the announcement of a second wine vintage.

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Overview

  • Following last month’s sold-out 2023 Napa Valley rosé, As Ever has unveiled plans for a 2024 vintage set to debut next week.
  • Martha Stewart said she “hopes [Markle] knows what she’s talking about” when assessing As Ever’s expertise and authenticity.
  • Jam specialist Donna Collins criticized the brand’s apricot spread as a “real disappointment” likening it to a failed jam.
  • A Netflix insider told the Daily Mail that the first rosé “isn’t selling” and cast doubt on the brand’s sustained sales momentum.
  • Meghan’s Netflix series With Love, Meghan has been renewed for a second season and she has teamed up with Gwyneth Paltrow to quash feud speculation.