Meghan Markle is launching the first restock of her Napa Valley Rosé today.
The Duchess of Sussex's lifestyle brand, As Ever, announced the move during a birthday message to Meghan on Monday.
Meghan turned 44 yesterday and celebrated the occasion with her family in California.
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The As Ever statement read: "Today, our founder celebrates another year (Happy Birthday, Meghan!) and tomorrow, we're raising a glass to celebrate our newest release!
Meghan Markle is launching the first restock of her Napa Valley Rosé today.
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"We are thrilled to share that our 2024 Napa Valley Rosé is available tomorrow, Tuesday, August 5 at 12 PM PT / 3 PM ET.
"Harvested under the California sun, this dazzling vintage embodies everything we love – it's where timeless elegance meets the spirit of summer.
"We've worked thoughtfully to bring these exceptional bottles to you, and more of your other favourite As ever products are also being restocked shortly.
"There is so much to celebrate, and we're honoured to share these special moments with you.
Meghan turned 44 yesterday and celebrated the occasion with her family in California.
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"Cheers to birthdays, a new vintage, and the last golden weeks of summer."
However, As Ever faces significant hurdles as they prepare to unveil their latest wine offering.
Despite attracting 500,000 website visits during her June product launch, the business struggles with stock shortages that see items selling out within minutes of release.
Yet whilst consumer interest remains high, production capacity falls far short of meeting demand.
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Yet whilst consumer interest remains high, production capacity falls far short of meeting demand.
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This supply-demand imbalance prevents the duchess from capitalising on her brand's popularity and limits potential revenue.
As Ever operates exclusively through its American website, requiring customers to spend at least $90 for three bottles, plus $20 shipping costs, totalling $110.
Brand and culture specialist Nick Ede told Newsweek: "It feels like there keeps on being these stops and starts.
"It's not a consistent brand yet, it doesn't have a story. I think people forget it quite quickly."