Customers are paying the same price for less alcohol in Meghan Markle’s latest wine release, as her lifestyle brand As Ever struggles to recreate the success of its debut vintage.
On July 31, the brand announced the launch of its 2024 Napa Valley Rosé, following the rapid sell-out of the 2023 edition last month, which disappeared from digital shelves in under an hour. But the new rosé appears to have missed the mark.
According to the label, the 2024 vintage contains 13.5 per cent alcohol by volume in a standard 750ml bottle — a full percentage point lower than the 14.5 per cent ABV of its predecessor.
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Meghan’s customers get less alcohol as Duchess struggles to repeat wine success
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Despite this, both are priced the same at just over £22 per bottle, with customers required to purchase a minimum of three bottles.
While the As Ever website describes the wine as evoking “the same effortlessly elegant notes” of its debut, it clearly “packs less of a punch.”
And despite claims that the £30 bottles are “going fast,” the wine remained available for purchase two days after its launch — a stark contrast to the immediate sell-out of the 2023 release.
In an effort to boost sales, the Duchess of Sussex appeared in a new promotional video, shared on As Ever’s Instagram Story on Wednesday.
A photo shared by As Ever on July 30, 2025 | AS EVERMeghan, 44, was the picture of Montecito glamour, wearing a pastel pink dress and sunglasses as she carried a tray of wine popsicles made from the rosé to a poolside setting with deckchairs.
With her hair in loose beachy waves, she placed the summery treats onto an ice tray in the short clip, which forms part of the brand’s campaign to promote its latest offering.
According to the website, the 2024 Napa Valley Rosé is “delicately balanced, with soft notes of stone fruit, a gentle minerality, and a lasting finish.”
The company adds: “Reminiscent of the finest Provençal styles, this thoughtfully crafted blend is perfect for summer’s end.”
Meghan's 'Wine by As Ever' website instructs visitors to enter their date of birth. | WINE.ASEVER.COM
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Meghan Markle is known to be a big fan of wine - having named her previous lifestyle blog 'The Tig' after Tiganello red wine
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The launch coincided with Meghan’s 44th birthday celebrations this week in California, where she gave fans a behind-the-scenes look at her intimate gathering.
In a photo shared to Instagram, the Duchess was seen blowing out candles on a cake decorated with yellow edible flowers.
The cake was reminiscent of the dishes featured in her Netflix cooking series, With Love, Meghan.
She later enjoyed what she described as an “extraordinary” birthday dinner at a celebrity-favourite restaurant in Beverly Hills.