By Emeka Blast 
Markle-Branded Wine Sells Out in Just One Hour Despite Premium Price
Meghan Markle’s As Ever lifestyle brand achieved another milestone as its debut 2023 Napa Valley Rosé sold out in less than an hour after launching on Tuesday, July 1, at 8 am PT, despite a minimum three-bottle order costing £65.64 ($90) plus £14.59 ($20) shipping. The pale pink rosé, crafted by Fairwinds Estate in California’s Napa Valley, marks the Duchess of Sussex’s first foray into the wine market and follows a pattern of rapid sellouts for As Ever, with previous drops of jams, honey, and teas vanishing within minutes in April and June.
Described as offering “soft notes of stone fruit, gentle minerality, and a lasting finish,” the rosé blends Cabernet Sauvignon, Mourvèdre, Grenache, and Syrah. Sold exclusively to U.S. customers via wine.asever.com in sets of three (£65.64), six (£115.97, 12% discount), or twelve (£218.81, 17% discount), the wine’s 14.5% ABV is slightly above the typical 11-14% for rosés, per Drink Aware. As Ever’s Instagram celebrated the launch, stating, “This gorgeous rosé captures the essence of sun-drenched outdoor moments,” positioning it as ideal for “summer’s best moments.” A Méthode Champenoise sparkling wine and additional varietals are planned for future releases.
The launch, coinciding with Princess Diana’s would-be 64th birthday, sparked controversy. Some X users, like @AngelaDawn623, criticized the pricing and minimum purchase, calling it a “Meghan Markup” and questioning the inability to buy single bottles. Others, like @Rimmesfk, praised the sellout, noting, “Within 48 minutes it was SOLD OUT,” and speculated about future red, white, and spirits offerings. Supporters, including @TheDuchessZone, dismissed claims of scarcity marketing, emphasizing that thousands of bottles were sold, with fans often buying in bulk.
Meghan, who sources claim was deeply involved in blending the wine and testing it with friends, partnered with Fairwinds Estate, a winery recovering from 2020 Napa Valley wildfires that caused $15m in damage. Her handwritten label design adds a personal touch, though critics, such as The Standard, labeled the venture a “cash grab,” questioning her winemaking credentials compared to celebrity brands like Brad Pitt’s £146m Miraval. Newsweek reported Meghan’s focus on quality over quantity, with a source noting, “There’s been absolutely no compromise on the flavor,” despite supply chain challenges.
The sellout follows As Ever’s pattern of high demand, with half a million page views for June’s restock of apricot spread, orange blossom honey, and other products. Meghan addressed customer frustration on the Aspire with Emma Grede podcast, explaining delays in restocking to ensure stability. GB News noted no immediate plans for UK distribution, disappointing British fans. Despite backlash over the £22-per-bottle price—high for an untested rosé—fans on X, like @Chevyagl, celebrated the success, highlighting Meghan’s growing influence in the luxury lifestyle market.
