Meghan Markle’s latest wine launch appears to be off to a slower start than previous As Ever drops, with the 2024 Napa Valley Rosé still available more than an hour after going on sale.
The Duchess of Sussex released the second vintage of her rosé at 8pm BST (12pm PST) on Tuesday evening via her lifestyle brand, As Ever.
Unlike the 2023 vintage, which sold out under 60 minutes, this year’s bottles remained in stock well after the one-hour mark.
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Slow start for Meghan Markle’s wine as fans required to buy three bottles for £67
|AS EVER / GETTY
Fans hoping to sample the rosé are required to purchase at least three bottles at a time, costing $90 (£67). Larger bundles of six bottles for $159 (£120) and 12 bottles for $300 (£225) are also available, with no option to buy a single bottle. The wine is being sold through As Ever’s dedicated wine site, wine.asever.com.
Meghan celebrated the launch with a personal message on her Instagram story, writing: "Here we go! First bottle off the line! Toasting to a beautiful day. Our Napa rosé is live @aseverofficial."
In the accompanying video, she could be seen uncorking a bottle of As Ever wine.
Meanwhile, the brand’s official Instagram account posted: “C’est l’heure. Enjoy your last sips of summer with the newest vintage of our beloved Napa Valley rosé. On sale at 12pm PST at wine.asever.com.”
The 2024 Napa Valley Rose remained available to buy over an hour after going on sale
|AS EVER
The corks of the new bottles feature the brand name “As Ever,” appearing to be written in Meghan’s signature calligraphy style, a nod to her longtime passion for hand lettering.
This marks the second rosé release from As Ever, following last year’s debut wine, which launched on July 1, 2025, the late Princess Diana’s birthday.
That vintage sold out rapidly, fueling high anticipation for this summer’s follow-up.
As Ever initially launched in April 2025 with a range of curated goods, including lemon ginger tea, raspberry spread, crepe mix, orange blossom honey, and apricot preserves.
Meghan Markle was seen uncorking the wine bottle on her Instagram story
|INSTAGRAM / @MEGHAN
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The brand’s previous product drops have typically sold out within minutes.
Despite the slower pace this time around, it remains to be seen whether the 2024 rosé will eventually sell out later in the evening.
Loyal fans of Meghan’s lifestyle brand may simply be holding off due to the multi-bottle requirement or higher price point.
With the summer season still in full swing, As Ever’s newest offering could yet become another sell-out success.