Meghan Markle's Lifestyle Brand As Ever Announces Expansion Into The Alcohol Space With New Rosé

Forbes

4 hours ago

Meghan, Duchess of Sussex attends a summer party at the British Ambassador's residence at Glencairn ... More House during a visit to Dublin, Ireland on July 10, 2018. (Photo by Pool/Samir Hussein/WireImage) WireImage
Up next for Meghan Markle's lifestyle brand, As ever? A move into the alcohol space with a rosé available to buy in less than two weeks' time.
In addition to the brand's second product drop on June 20, the Duchess of Sussex announced on Friday that on July 1, As ever Rosé would be available to purchase at 8 a.m. PST (which translates to 11 a.m. EST). The rosé is described as having soft notes of stone fruit, gentle minerality and a lasting finish, and is a 'bespoke blend' that is 'launching just in time for summer entertaining.'
This will be As ever's first foray into the alcohol space. Courtesy of As ever
On Instagram, both Meghan and As ever have been hinting at the expansion of the brand over the last few days. 'Sweet things await,' the As ever account posted on June 16, teasing 'some delicious surprises you won't want to miss.' Meghan, for her part, has been counting down how many 'sleeps' to go until Friday's product drop, which features both returning and new products.
As ever's initial product drop on April 2 featured eight products, six of which return: the brand's famous Flower Sprinkles are back for $15; the Crepe Baking Mix and Shortbread Cookie Mix return at $14 each; and As ever's three tea flavors—Herbal Hibiscus Tea, Herbal Lemon Ginger Tea and Herbal Peppermint Tea—all retail for $12.
As opposed to the raspberry spread sold in the first product drop, As ever is now offering apricot ... More spread. Courtesy of As ever
Instead of the brand's Limited Edition Wildflower Honey with Honeycomb, a new variety of honey—Orange Blossom Honey, to be specific—is available at the same price point of $28. The product is described as having a 'beautiful golden hue, an enticing aroma, delicate floral notes and subtle citrus undertones,' and is recommended for 'everything from morning toast to cheese boards.'
And the jam—of course, the jam: the product As ever is perhaps most known for is back, but not in the raspberry flavor that was sold in April. This season's flavor is apricot, which 'balances a delicate sweetness and a gentle brightness that lets this beautiful stone fruit shine' and is recommended for everything from yogurt, toast or to 'nestle it into a cake.' The spread on its own is $9, as the raspberry spread previously was; with the As ever keepsake packaging—a signature glass jar with an emblematic brushed gold lid—it sells for $14.
As ever's first product drop in April sold out in 45 minutes. Courtesy of As ever
As the brand prepares to launch its rosé, it's worth noting that Meghan has long been a fan of a glass of wine—her popular lifestyle blog The Tig, which shuttered in 2017, was named after her favorite wine, Tignanello. As ever, she wrote in the brand's first newsletter back in March, is a continuation of all of the passions she explored in the blog, which she started in 2014.
June 20 marks As ever's second product drop. Courtesy of As ever
'Though much has changed since then, so much has stayed the same,' she wrote at the time. 'I still dance in my kitchen, experiment with recipes, get my hands dirty in the garden, laugh with friends over too many glasses of wine and pivot from going out in a date night worthy dress to being cozy at home in sweats and a baseball cap. And on that note—it's not lost on me that I've worn a lot of hats in my life (pun intended), but, as with the ethos of this brand name, I know that in so many ways, I, like all of us, remain 'as we've always been.''
As ever is perhaps most known for its jam, like this apricot spread seen here. Courtesy of As ever
'For me, it all started with jars of preserves I was canning with fruit I picked from my garden,' she continued of As ever's roots. 'It began, quite literally, with something sweet—and through every twist and turn as a founder, it has become something even sweeter.'
All products are, as ever, available to shop on asever.com .