Meghan Markle's lifestyle brand, As Ever, is venturing into alcohol sales with the launch of a rosé wine, set to become available on July 1 at 4pm BST.
Royal fans were quick to point out that the planned release date awkwardly falls on the same day as the late Princess Diana's birthday.
The Duchess of Sussex announced the new product, her Napa Valley Rosé, on Friday as part of a relaunch that saw the brand restock popular items following its initial April debut, when products sold out in under an hour.
The rosé represents the brand's first alcoholic offering, marking a significant expansion for the company that has previously focused on artisanal food products like jams and spreads
Meghan Markle's announcement of a new wine offering from her As Ever brand has been met with push back from fans.
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Napa Valley Rosé is described as having "soft notes of stone fruit, gentle minerality and a lasting finish”.
As Ever is positioning the new wine as "launching just in time for summer entertaining."
However, some fans felt the timing was far from optimal as it coincided with what would have been the late Princess Diana’s 64th birthday.
“July 1st, Diana’s birthday,” royal commentator Victoria Arbiter wrote despairingly on social media.
Meghan's Napa Valley Rosé will launch on July 1.
Instagram: Meghan Markle
Another royal watcher claimed: "She is using Diana to flog cheap wine.”
“Nothing if not predictable by now,” a third shared.
A fourth fumed: “Her desperation to be linked to Diana is really amusing me at this point”.
Not all were outraged, with one responding to the post with a simple: “And?”
Royal fans were quick to take issue with wine's release date falling on the late Princess Diana's birthday.
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“So? It’s my Birthday too,” another commented.
Meghan’s announcement of the upcoming wine release came as a long-awaited restock of other products available from As Ever.
Upon their initial launch in April, the website sold out mere moments after going live.
Now, Friday’s second product drop has suffered the same fate as it too quickly became unavailable after being released.
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The announcement also coincided with a restock of Meghan's As Ever website, which almost immediately sold out again.
Instagram: Meghan Markle
The brand announced on Instagram: "Cheers, dears! Wishing you a wonderful weekend! You've certainly made ours wonderful. We sold out…again!"
Reacting to the news, Meghan posted a video on her Instagram story just an hour after the drop, expressing her surprise at the rapid sellout.
"We spent so much time making sure we had SO much more inventory," she explained.
"It's why we took the time, and you guys are doing it again! We're nearly sold out on everything, and I can't believe it. Even flower sprinkles," the Duchess beamed in a selfie video set in a glorious summery garden.
The Duchess also followed up As Ever's sellout announcement with a picture of her Napa Valley Rosé wine with the caption: "Sip sip hooray!" alongside a sun emoji.
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