Meghan Markle’s lifestyle brand, As Ever, is experiencing a noticeable change in momentum with the release of its latest product — the Napa Valley Rosé. Unlike previous launches that sold out within minutes, this vintage remained available for purchase well into the evening of its August 5th release.
Slower Sales Spark Speculation
Priced at $90 for a set of three bottles, the 2024 rosé didn’t vanish from virtual shelves as quickly as anticipated. This contrasts with the brand’s 2023 vintage, which sold out in under an hour when it dropped on July 1, 2025.
The change in buying behavior has raised questions about consumer demand, brand saturation, or possibly a larger production run aimed at meeting high expectations.
Brand Response: Subtle Promotion and Reassurance
In an Instagram post promoting the new release, As Ever wrote:
“What’s better than a glass of rosé on a sunny day? Rosé popsicles perchance? Yes, please, and thank you. Shop our newest Napa Valley summer favorite while supplies last.”
The caption seemed to serve as a soft nudge for fans to purchase, suggesting the brand may have expected another rapid sell-out.
Additionally, a Story update stated:
“We made so much more this time round, and yet it’s still going fast! Don’t miss out.”
The message appeared to address the slower pace while maintaining a sense of urgency and exclusivity.
What’s Behind the Shift?
There are two likely scenarios:
- Increased inventory: After previous rapid sell-outs, As Ever may have boosted production to meet anticipated demand.
- Evolving consumer interest: A slower sales pace could point to a natural dip in excitement or a shift in customer behavior.
Either way, this marks a turning point in the brand’s trajectory, potentially indicating a more long-term strategy for availability rather than flash-in-the-pan hype.
What’s Next for As Ever?
Despite the change in sales dynamics, As Ever isn’t slowing down. The brand has hinted at upcoming product lines, including:
- Homeware collections
- Cookbooks
- A possible California vineyard project
As Meghan Markle continues to expand her brand’s footprint, the performance of As Ever’s new ventures will be key in defining its staying power in the premium lifestyle and wine market.
