Meghan Markle quietly releases new product before leaving the US for trip to Paris

On October 3, the Duchess of Sussex teased the wine launch with a coded Instagram post reading: “We heard you missed us. We’re back…and we brought a friend.”

The caption accompanied a carousel featuring Meghan's existing Apricot Spread and Orange Marmalade, followed by an image of a 2024 Marlborough Sauvignon Blanc on ice.

The post appeared the day before Meghan attended Paris Fashion Week on October 4.

The Sauvignon Blanc marks the third wine to join As Ever’s collection, which already includes the 2023 and 2024 Napa Valley Rosé.

The description on the brand’s website reads: “Our first Sauvignon Blanc is bright and balanced, with citrus aromatics, a smooth finish, and refreshing versatility.

“Crafted for everyday dinners and celebratory gatherings alike, this thoughtfully made wine is perfect for sharing, gifting, and savoring in every season.”

The wine is priced at $30 (about £24) per bottle, available in sets of three for $90 (about £71), half cases for $159 (about £125) and full cases for $300 (about £237).

Meghan launched her first As Ever wine, the 2023 Napa Valley Rosé, on July 1.

This is a date that marks both Princess Diana’s birthday and the anniversary of when she and Prince Harry began speaking in 2016.

That first release sold out in under an hour. She followed it with the 2024 vintage on August 4, her 44th birthday.

While the Sauvignon Blanc launch came as a surprise, the brand had previously confirmed plans to expand into more wines, including a Méthode Champenoise Napa Valley sparkling wine expected soon.

Speaking to People around the time of the first launch, Meghan said she doesn’t see herself as an influencer.

She said: “I see myself as an entrepreneur and a female founder, and if the brand ends up influential, then that’s great.”

As Ever now includes fruit preserves, baking mixes and flower sprinkles, reflecting Meghan’s interest in cooking and entertaining, which also features in her Netflix series, With Love, Meghan.

The Duchess filed trademarks for "As Ever" in September 2024, following the initial trademark challenges faced by her initial lifestyle brand, American Riviera Orchard.

The brand is known for selling homeware, garden goods, stationery, and food products.

As Ever officially launched in February 2025, with its first products selling out within hours.

Meghan has since built a dedicated following online, with the brand’s Instagram now followed by more than 878,000 users.

The 2024 Sauvignon Blanc marks As Ever’s first white wine and its first product sourced from New Zealand’s Marlborough region.

Its launch follows the brand’s summer campaign featuring floral motifs and rustic packaging inspired by the California countryside.

The Duchess has described the project as a “love letter to shared moments around the table.”

Future launches are expected to include seasonal food gifts and tableware ahead of the Christmas holidays.