Meghan Markle has suffered a huge blow after her wine failed to sell out 24 hours after becoming available to purchase.
This marks a notable shift from the brand As Ever’s usual pattern of products flying off the site within minutes.
The 2024 vintage of the Napa Valley Rosé was made available to purchase on Tuesday evening to immediately follow the Duchess of Sussex’s 44th birthday. But unlike the 2023 Napa Valley rosé, which sold out in under an hour on July 1, 2025, the new vintage remains in stock on the As Ever website well into Wednesday evening.
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Meghan Markle suffers blow as her wine fails to sell out after 24 hours
|NETFLIX
As Ever reminded its 873,000 Instagram followers on Wednesday, writing: “What’s better than a glass of rosé on a sunny day?
"Rosé popsicles perchance? Yes, please, and thank you. Shop our newest Napa Valley summer favorite while supplies last.”
The post appeared to be a gentle nudge to fans to make a purchase, suggesting As Ever expected a brisk sell-out, in line with previous product drops.
On August 5, the same day the wine became available, the brand posted on its Instagram story: “We made so much more this time round, and yet it's still going fast! Don't miss out.”
The 2024 Napa Valley Rose remained available to buy over 24 hours after going on sale | AS EVERThe wording appeared designed to reassure fans that the product remained popular, but the fact that it was still on sale more than a day later marked a clear departure from past performance.
When As Ever launched in April, the Duchess's debut products, including lemon shortbread cookie mix, crepe batter mix, flower sprinkles, apricot jam, raspberry spread and orange blossom honey, sold out within hours.
Her 2023 vintage rosé vanished from virtual shelves in under 60 minutes.
The slower sales this time around have raised eyebrows, particularly given the amount of fanfare surrounding the launch and the brand’s celebrity backing. The wine is priced at $90 (£67) for three bottles and marketed as an easy-drinking summer favourite from the heart of California’s Napa Valley.
Meghan Markle was seen uncorking the wine bottle on her Instagram story | INSTAGRAM / @MEGHANLATEST ROYAL NEWS:
A photo from the As Ever newsletter on August 4, 2025 | AS EVERMeghan celebrated the launch on Tuesday with a personal message on her Instagram story, writing: "Here we go! First bottle off the line! Toasting to a beautiful day. Our Napa rosé is live @aseverofficial."
The brand’s slower performance could suggest a softening of demand or could reflect increased stock in response to the sell-out of previous products.
Either way, it represents a rare moment of pause for what has otherwise been a runaway commercial success.
As Ever has teased more product launches throughout the year, with Meghan reportedly eyeing homeware, cookbooks and a California vineyard of her own.