Meghan Markle's Wine Brand Sees Slower Sales Despite Hype
Meghan Markle’s wine brand, As Ever, isn’t selling quite as fast as people expected this time around — and that’s raised a few eyebrows.
Earlier, her products would sell out within minutes. But the latest release — a 2024 Napa Valley Rosé priced at $90 for three bottles — stayed in stock well into the evening after launching. That’s a big change compared to last year, when the 2023 vintage sold out in under an hour.
To keep the excitement going, the brand shared a light-hearted Instagram post about enjoying rosé and even suggested using it for popsicles. But the tone seemed to quietly remind fans: "Hey, don’t forget to buy!"
Later, they posted another message, saying they made a lot more bottles this time and that it’s still selling quickly — a possible way to explain the slower sales or to keep that feeling of urgency alive.
So, what’s happening? It could be that the hype is dying down a little, or maybe they just made more bottles this time around and sales are steady — just not as fast.
Even though this launch didn’t sell out immediately, As Ever isn’t slowing down. The brand hinted at more things coming soon, like homeware items, cookbooks, and even a possible vineyard in California.
In short: sales weren’t as explosive this time, but Meghan’s brand is still pushing forward. It’ll be interesting to see how the next products perform — and if fans stay just as excited.
