Meghan Markle's Wine on Sale at $30 a Bottle: 'Sophisticated'

Newsweek

01-07-2025

Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources.
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Meghan Markle has launched a 2023 Napa Valley Rosé priced at $90 for three bottles with stock expected to sell out fast.
The first As Ever wine went on sale at 8 a.m. PT and will be followed in time by a sparkling wine, the company said in a press release.
All eyes will be on how fast supplies last before selling out, after stocks of food in her online shop lasted just minutes during two separate product runs in April and June.
Meghan Markle seen at the Unidad Recreativa El Vallado in Cali, Colombia, on August 18, 2024. Inset, her As Ever Napa Valley Rosé went on sale on July 1.
Meghan Markle seen at the Unidad Recreativa El Vallado in Cali, Colombia, on August 18, 2024. Inset, her As Ever Napa Valley Rosé went on sale on July 1.
Eric Charbonneau/Archewell Foundation via Getty Images
Why It Matters
Sources stress selling out is a good problem to have but Meghan has also gone on record acknowledging it may be frustrating for customers to find themselves unable to buy her jams, teas and flower sprinkles.
Expanding into wine gives supporters left disappointed at the last product run another chance at trying to get hold of her goods.
What To Know
A press release marketing the new wine described it as "a light, fresh, and effortlessly celebratory 2023 Napa Valley Rosé, thoughtfully curated by Meghan, Duchess of Sussex.
"This debut rosé marks the beginning of As Ever's thoughtful expansion into wine, with a Méthode Champenoise Napa Valley sparkling wine planned for the near future and additional varietals to follow."
The 750ml bottle boasts an alcohol content of 14.5 percent ABV and is described as "crisp and beautifully balanced."
"Sophisticated, dry, and refreshing, it is designed for summer's best moments," As Ever's press release said, "from lunches that turn into dinners and sun-drenched weekends where the only thing louder than the music is the laughter.
"This blend captures the essence of celebration, inviting wine lovers to toast all the moments that matter most—both big and small."
What People Are Saying
A source in the Sussex camp recently addressed the stock shortages to Newsweek: "The supply chain is constantly changing as the business is growing, as is very normal for any business that's trying to scale.
"The critical thing is maintaining the quality of the product, and sure, you can just go to any bottling plant and anyone who is growing raspberries anywhere in the country and get it done really quickly.
"The reason it's taking time is because there's been absolutely no compromise on the quality, and the ingredients, and the flavor.
"The rate at which the product seems to sell out regardless of the scale and the numbers its proving very difficult but that's a great problem to have."
Meanwhile, Nick Ede, a brand and culture expert, recently told Newsweek: "I'm sure we'll see stories about the wine being sold out within seconds when that comes on sale in July."
He warned selling out stock had some dangers as well as positives: "From a business point of view, it's actually important now to have consistency.
"If you think about how much we consume jam, and you can't get another for about two or three months—that doesn't really make commercial sense.
"You want to purchase things when you want them. That's what we're all about—instant gratification."
Meghan told the Aspire with Emma Grede podcast: "I knew that I had a decision to make which came down to, what is our timeline to be able to restock these products that we had?
"Well, we can restock what we had at those same quantities but then I'll have another sell out and I don't want that for people.
"I think scarcity is great if it happens organically at the onset but at a certain point, even being consumer-minded, I would be fatigued if that kept happening and I was going to a website."
What Happens Next
The wine went on sale at 8am PT and Meghan and Prince Harry will be keen to see how long stocks last before selling out.
If the wine goes quickly that will be an encouraging sign for the health of the business, though it may also create extra pressure to get the sparkling wine into the online store quickly.
Jack Royston is chief royal correspondent for Newsweek, based in London. You can find him on Twitter at @jack_royston and read his stories on Newsweek's The Royals Facebook page.
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