Meghan Markle's lifestyle brand, As Ever, launched in April 2025 with artisanal food items and teas, experiencing immediate sell-outs that have become a hallmark of its market strategy. The brand's expansion into beverages with a Napa Valley rosé in July 2025 also saw swift sell-outs, with the 2024 vintage, released on August 5, selling 10,000 bottles in its first ten minutes, 20% of which were from repeat customers.
This commercial success for As Ever has occurred concurrently with mixed reviews for Markle's Netflix series, "With Love, Meghan." Critics have described the show as overly curated, with some labeling it an "ego trip" or "gormless lifestyle filler." Despite these critiques, a second season is reportedly in production. Experts attribute As Ever's success to common celebrity brand strategies such as authenticity, community building, and leveraging the founder's personal brand. However, the scarcity model, while driving demand, has also raised questions about credibility, with suggestions that more consistent availability could foster stronger customer relationships. The brand plans future expansions into homeware and cookbooks. Meanwhile, the Napa Valley wine industry faces challenges like heat spikes and shifting consumer preferences, yet As Ever's rosé demonstrates a strong market appeal, highlighting the impact of celebrity endorsement on consumer behavior, even amidst criticism of related media ventures.