Meghan Markle, the Duchess of Sussex, has once again captured the attention of fans and food enthusiasts alike with the latest release from her lifestyle brand, As Ever. On June 20, 2025, the brand unveiled a trio of new products: a Napa Valley rosé wine, a limited-edition orange blossom honey priced at $28 (£21), and an apricot spread. This summer collection, which also included restocks of fan-favorite items like herbal teas and flower sprinkles, sold out in mere hours, underscoring Meghan’s growing influence in the premium lifestyle market. The launch marks her first foray into the world of alcoholic beverages, a move that has sparked excitement and curiosity among consumers eager to experience her curated vision of “joy, love, and whimsy.” But what makes these products so irresistible, and why are they generating such a frenzy? Let’s dive into the details of this glamorous release and explore the magic behind As Ever’s success.
A New Chapter for As Ever
As Ever, formerly known as American Riviera Orchard, is Meghan’s reimagined lifestyle venture, launched in March 2025 alongside her Netflix series, With Love, Meghan. The brand is a celebration of her passions—cooking, gardening, entertaining, and thoughtful living—rooted in her California lifestyle. The debut collection in April 2025 featured shelf-stable pantry staples like raspberry spread, wildflower honey, crepe mix, and shortbread cookie mix, all of which sold out in under an hour. This rapid sell-out set the stage for the brand’s reputation for exclusivity and high demand, a pattern that repeated with the summer drop.
The June release introduced three new products, each designed to elevate everyday moments. The Napa Valley rosé, set to be available for purchase on July 1, 2025, is described as a bespoke blend with soft notes of stone fruit, gentle minerality, and a lasting finish, perfect for summer entertaining. The orange blossom honey, retailing at $28 for a nine-ounce jar, boasts a golden hue, floral notes, and subtle citrus undertones, making it a luxurious addition to any pantry. The apricot spread, priced at $9 for a standard jar or $14 with keepsake packaging, offers a delicate sweetness ideal for pairing with yogurt, toast, or baked goods. These new offerings were accompanied by restocked favorites, including herbal teas (hibiscus, lemon ginger, and peppermint), flower sprinkles, and baking mixes, all crafted with Meghan’s signature attention to detail.
The Allure of the Rosé
Meghan’s decision to enter the wine market is a bold and strategic move, aligning with her long-standing appreciation for wine. Fans of her pre-royal blog, The Tig, may recall that it was named after Tignanello, an Italian red wine, hinting at her love for the beverage. The Napa Valley rosé, sourced from the renowned wine region just north of her Montecito home, taps into California’s rich winemaking heritage. Napa Valley is celebrated for its ideal climate and soil, producing world-class wines that command global attention. By choosing this region, Meghan positions her rosé as a premium product, likely appealing to wine enthusiasts and casual sippers alike.
The rosé’s description suggests a light, refreshing profile, perfect for summer gatherings. Its notes of stone fruit—think peach or apricot—paired with a crisp minerality, evoke the sunny, laid-back vibe of coastal California. While the price of the wine has not been disclosed, the rapid sell-out of other As Ever products suggests it will be a sought-after item when it hits the market. Meghan’s personal connection to the product, emphasized in her Netflix series where she frequently enjoys wine with guests, adds an authentic touch that resonates with her audience. This isn’t just a wine; it’s an extension of her hospitality, inviting consumers to share in her vision of joyful entertaining.
The Sweet Appeal of Orange Blossom Honey
The limited-edition orange blossom honey has also captured significant attention, both for its luxurious $28 price tag and its artisanal appeal. Orange blossom honey is derived from the nectar of citrus blossoms, resulting in a delicate, floral flavor with a hint of citrus zest. Unlike the wildflower honey from As Ever’s debut collection, which included a piece of honeycomb for added decadence, this version focuses on the purity of the honey itself. Its golden hue and enticing aroma make it a standout, whether drizzled over pancakes, stirred into tea, or paired with a cheese board.
The high price point has sparked debate among consumers, with some praising the honey’s quality and others questioning its value compared to local alternatives. However, the honey’s exclusivity—limited quantities and a one-jar-per-customer policy—has fueled its desirability. Meghan’s personal touch, including her documented love for beekeeping (showcased in With Love, Meghan and Instagram posts with her daughter, Princess Lilibet), adds a layer of authenticity. The honey isn’t just a product; it’s a story of craftsmanship and connection to her Montecito homestead, where she tends to her own beehives.
A Strategic Launch with Global Ambitions
The summer drop was meticulously planned, with Meghan and her team ensuring a larger inventory to meet demand after the April sell-out. Despite these efforts, the products vanished from the As Ever website within hours, a testament to the brand’s cult following. Meghan expressed her astonishment in an Instagram video, noting that even the popular flower sprinkles—a whimsical topping for baked goods—were nearly gone. This rapid sell-out has led some to speculate about the brand’s strategy, with theories suggesting limited stock is used to create urgency and exclusivity. Whether intentional or not, the scarcity has only heightened As Ever’s allure.
As Ever’s branding is another key to its success. The packaging, featuring glass jars with brushed gold lids and keepsake options, exudes elegance and sustainability. Meghan has emphasized that the jars can be repurposed for storing love notes or small treasures, aligning with her ethos of thoughtful living. The brand’s Instagram presence, with over 2.6 million followers, amplifies its reach, blending personal glimpses of Meghan’s life—such as baking or beekeeping—with polished product promotions. This curated approach creates a sense of intimacy, making consumers feel connected to the Duchess herself.
Looking ahead, As Ever has ambitious plans. The brand is currently available only in the U.S., but global expansion is on the horizon. Meghan has hinted at new products for 2026, potentially including fashion or home décor, further broadening the brand’s scope. Her partnership with Netflix, which supports both With Love, Meghan and As Ever’s production, provides a robust platform for growth. The synergy between the show and the brand—where Meghan showcases her products in action—creates a seamless narrative that resonates with her audience.
The Bigger Picture
Meghan’s venture into the lifestyle space places her among influential figures like Martha Stewart and Gwyneth Paltrow, a comparison she has welcomed. As Ever isn’t just about selling products; it’s about sharing a lifestyle—one rooted in joy, creativity, and connection. The brand’s success reflects Meghan’s ability to leverage her public persona, from her royal days to her Hollywood roots, while carving out a new identity as an entrepreneur.
The launch hasn’t been without challenges. Some consumers have criticized the high prices, particularly for the honey, arguing that similar products are available at lower costs. Others have questioned the timing of the rosé release, noting its July 1 availability coincides with Princess Diana’s birthday, sparking mixed reactions. Yet, these controversies have only fueled discussion, keeping As Ever in the spotlight.
Why the Buzz?
The frenzy surrounding As Ever’s summer drop lies in its blend of exclusivity, authenticity, and aspiration. Meghan’s personal involvement—whether harvesting honey with her daughter or curating a wine that reflects her taste—creates a narrative that fans want to buy into. The products, while premium, are accessible enough to feel indulgent yet attainable. The rosé, in particular, taps into the cultural love for wine as a symbol of celebration, while the honey elevates a simple ingredient into a luxury experience.
As Ever’s rapid sell-outs prove that Meghan has struck a chord. Her ability to transform everyday rituals—sipping wine, spreading honey, hosting friends—into moments of magic is the heart of the brand’s appeal. As she continues to innovate and expand, As Ever is poised to redefine the lifestyle market, one jar and bottle at a time.
