Meghan Markle is raising a glass — not just to a new product launch, but to a new chapter in her entrepreneurial journey. On July 1, the Duchess of Sussex officially introduced the first wine offering from her lifestyle brand, As Ever: a crisp Napa Valley rosé crafted for summer moments and meaningful celebrations.
Available via Wine.AsEver.com, the limited-edition rosé is priced at $30 per bottle and comes in bundles of three, six, or twelve. While this marks As Ever’s entry into the wine world, it’s only the beginning. Plans are already underway for a Méthode Champenoise sparkling wine and additional varietals that reflect the brand’s laid-back, California-inspired ethos.
What makes the launch particularly poignant is its timing. July 1 not only marks the start of summer’s second half, but it’s also the birthday of Princess Diana, Prince Harry’s late mother — a figure both he and Meghan have paid tribute to in numerous ways, including naming their daughter Lilibet Diana.
Though Meghan didn’t reference the date publicly in connection with the launch, fans may remember that she and Prince Harry reportedly began their relationship on July 1, 2016 — as revealed in Harry’s memoir Spare. That subtle layer of symbolism makes this debut all the more personal.
A Brand Rooted in Intention
The wine drop comes hot on the heels of a June 20 restock of the brand’s initial products, which include tea blends, cookie mixes, and floral garnishes. Two new pantry additions — apricot jam and orange blossom honey — were introduced alongside the rosé’s soft announcement.
In a video shared on Instagram Stories during the restock, Meghan reflected on the overwhelming response to the brand’s launch: “We spent so much time making sure we had so much more inventory… and you guys are doing it again. We’re nearly sold out on everything, and I can’t believe it.”
More than just a celebrity label, As Ever has been positioned by Meghan as a reflection of her own values — from thoughtful rituals to everyday elegance. And despite public fascination with her style and influence, Meghan is clear about her role.
“I see myself as an entrepreneur and a female founder,” she told PEOPLE earlier this year. “And if the brand ends up influential, then that’s great.”
A Toast to Everyday Moments
In keeping with that vision, the rosé’s launch copy celebrates life’s quieter joys: “Designed for summer’s best moments – from lunches that turn into dinners, to weekends filled with laughter louder than the music,” it reads. The messaging isn’t just about wine — it’s about presence, connection, and savoring the simple things.
That same energy shows up in Meghan’s home life, too. She’s previously shared that she and Prince Harry often wind down with a casual “nightcap recap” — their way of connecting at the end of the day, often while preparing lunches for Prince Archie, 6, and Princess Lilibet, 4.
“I hope that when they’re older, they’ll feel proud they were part of this from the beginning,” Meghan reflected earlier this year. The launch of As Ever’s rosé, in many ways, is about more than the drink — it’s a quiet statement of purpose, family, and identity.