Meghan Markle's lifestyle brand, As Ever, launched in April 2025, has experienced significant consumer interest, with early product lines including artisanal food items and teas selling out rapidly. The brand's strategic approach to creating consumer urgency was further highlighted in July 2025 with the introduction of a limited-edition Napa Valley rosé, which also sold out quickly. This success continues with the 2024 vintage of the Napa Valley rosé, which sold 10,000 bottles in its first 10 minutes of release on August 5, 2025, with 20 percent of those sales from repeat customers. The brand spokesperson described the journey as one of "joy, learning, and evolution."
However, the brand has also faced operational challenges, including an overselling of its apricot spread in June 2025, which led to customer disappointment and subsequent refunds, with promises of early access to restocked items. The 2024 rosé, while successful, did not sell out as rapidly as the 2023 vintage, with reports indicating increased inventory may have contributed to its slower sales pace. Concurrently, Markle's Netflix series, "With Love, Meghan," has received mixed reviews, with some critics describing it as "gormless lifestyle filler" and others noting its visual appeal and Markle's enthusiasm. The series has garnered 12.6 million hours viewed in its first week and ranked among Netflix's Global Top 10 in 47 countries, though it failed to secure a place among the platform's top 300 most-watched shows for the first half of 2025.
The brand's foray into wine aligns with a broader market trend, as rosé now accounts for approximately 10% of all still wine consumed globally. As Ever's Napa Valley rosé is described as light, crisp, and drinkable, tapping into this growing consumer enthusiasm. The brand's origins trace back to the concept of American Riviera Orchard and draw inspiration from Markle's previous lifestyle blog, The Tig.