Meghan Markle’s lifestyle brand, As Ever, is making a splash this summer with its first-ever alcoholic product: a bespoke Napa Valley rosé wine. Announced on June 20, 2025, the rosé is set to hit the market on July 1 at 11 a.m. Eastern Time, marking an exciting new chapter for the brand that initially launched earlier this year. Described as having soft notes of stone fruit, gentle minerality, and a lasting finish, the rosé is tailored perfectly for summer entertaining, aligning seamlessly with Meghan’s vision of hospitality and home-centered luxury.
The announcement came alongside a restock of popular items and the introduction of new products on the As Ever website. After the brand’s debut in April 2025, when its initial eight products sold out in under an hour, fans eagerly awaited this second drop. The new lineup included a $28 Limited-Edition Orange Blossom Honey and a $9 Apricot Spread, the latter also offered in a $14 Keepsake Packaging. Both new products sold out rapidly, underscoring the high demand and enthusiasm surrounding the brand.
Returning favorites were also back on the shelves: the iconic $15 Flower Sprinkles, $14 Crepe Mix, $14 Shortbread Cookie Mix with Flower Sprinkles, and $12 Herbal Teas in three flavors—hibiscus, lemon ginger, and peppermint. However, these teas sold out quickly once again, reflecting the brand’s consistent popularity. The beloved $9 Raspberry Spread that launched in April wasn’t restocked immediately but is expected to return soon, much to the delight of loyal customers.
Meghan herself has been actively engaging with fans about the brand’s growth. On June 16, she teased the upcoming release on Instagram, writing, “Oh yes, honey…sweet things await. Mark your calendars for June 20 at 8 a.m. PT - we’re bringing back your favorites, plus some delicious surprises you won’t want to miss!” The buzz was palpable as the brand counted down to the launch, with Meghan sharing the excitement and anticipation.
As Ever’s journey began with Meghan’s passion for homegrown and homemade treats. In a heartfelt message accompanying the product drop, she reflected, “For me, it all started with jars of preserves I was canning with fruit I picked from my garden. It began, quite literally, with something sweet—and through every twist and turn as a founder, it has become something even sweeter.” This personal touch resonates throughout the brand’s ethos, emphasizing rootedness in home, garden, and hospitality.
The introduction of rosé is a natural extension of this ethos. Meghan’s long-standing love of wine is well-documented, dating back to her lifestyle blog, The Tig, named after her favorite wine, Tignanello. Her Netflix series, With Love, Meghan, further showcases her appreciation for wine and entertaining, often featuring As Ever’s products like jams and flower sprinkles. The rosé launch feels like a culmination of these passions, blending her personal interests with entrepreneurial vision.
In interviews, Meghan has been candid about the brand’s trajectory and future. Speaking with Fast Company in May 2025, she emphasized a focus on hospitality: “My heart is very deeply in my home. Everything comes from being rooted in the love story of your home and garden, and then you can imagine different verticals coming out of that.” She also hinted at potential expansions into fashion, calling it “an intriguing space” she plans to explore down the line.
Launching a lifestyle brand in today’s saturated market is no small feat, but Meghan’s approach has garnered comparisons to established figures like Martha Stewart and Gwyneth Paltrow. On her podcast, Aspire with Emma Grede, Meghan acknowledged these parallels with humility, stating, “Those are incredibly successful business women, so I don’t take that lightly. That means a lot if there’s any comparison made in that regard.”
The brand’s rapid sell-outs have posed logistical challenges as well. After the initial launch in April, some customers who purchased limited-edition honey found it was sold out. Meghan personally addressed this with a signed apology and assured customers they would receive a free item in the mail, demonstrating a commitment to customer care and brand integrity.
With As Ever’s second product drop and the upcoming rosé launch, Meghan is clearly building a lifestyle brand that marries personal narrative with quality offerings. The brand’s products are available exclusively on asever.com, maintaining an intimate connection with its audience. As summer approaches, the debut rosé promises to be a standout addition, perfect for those who appreciate a blend of elegance, flavor, and heartfelt storytelling.
Meghan Markle’s journey from actress to duchess to entrepreneur is marked by a consistent thread: a love for home, hospitality, and creating joy through thoughtful products. As Ever’s rosé isn’t just a new item on the shelf—it’s a toast to that journey, inviting fans and newcomers alike to share in the celebration.
