Analysis: Meghan Markle's Multi Million Dollar As Ever Napa Valley Rosé Wine

The restock of the rosé is a vintage 2024 As Ever Napa Valley Rosé which has been described in the email newsletter as

"This affirmed all of the love, time and effort our team, and our founder, poured into curating this blend to evoke the sun drenched spirit of Napa Valley, and the breathtaking tenor of the California Coast."

"It marries the same harmony of notes from our first blend and creates an elegant medley of delicate yet memorable flavor."

When it launched on the 1st of July 2025, the first release of the vintage 2023 As Ever Napa Valley Rosé sold out in under an hour. Described as

“a bespoke blend” with “soft notes of stone fruit, gentle minerality and a lasting finish,"

The data analysis of the wine.asever.com website traffic revealed they could have sold nearly 30,000 bottles of rosé. Equivalent to a cautionary 5,000 orders and a monetary value of around $790,000 with a possibility of $1 million in sales on the day. There was obvious caution on the stock level for the launch which is a common issue with startup companies. The question is therefore what did they learn to better prepare for the restock of the 5th of August 2025?

As of writing this, more than twelve hours after the As Ever restock, the vintage rosé is still available to buy on the website. It points to a much higher stock level than what was available on the 1st of July. The female founder started by opening herself a rosé marked bottle #1 soon after a glimpse of the production line was posted on the As Ever Instagram @aseverofficial. Is this a hint that As Ever has started to better prepare for their wine production startup company issues?

Using the same methodology of the 1st of July, the analysis of the As Ever Wine website traffic on the 5th of August 2025, it is estimated they could have already sold nearly 90,000 bottles of rosé.

The product release profile was similar to that at launch on the 1st of July in that the rosé was sold in sets of three, six and cases of twelve bottles.

This maybe equivalent to a cautionary 15,000 orders sold so far and a monetary value of between $2.5 - $3 million in sales. For the two rosé drops so far, they would have made nearly between $3 - $3.5 million in sales. This is a significant improvement of the startup company's balance sheet. It is noted that As Ever Wine referred to as the "Winery" on the website seems to be a separate legal entity which owns the alcohol license. It also has a separate mailing address in San Francisco, California.

The As Ever restock has been timed to coincide with the As Ever female founder's birthday on the 4th of August 2025. It is also noted that As Ever formerly known as American Riviera Orchard was founded in 2024. This current therefore may represent an emotional attachment for the female founder because of the date of the rosé. As evident in the personal Instagram stories post @Meghan during the restock launch.

An obvious emotional attachment for the female founder.

If you are a fan of the "on this day" trivia, you would have known that the date of the 4th of August has been ascribed to the invention of Dom Perignon champagne. Maybe the Duchess of Sussex Meghan Markle is on to something here as her next potential product release is a sparkling wine méthode champenoise.

The Duchess of Sussex Meghan Markle has certainly embarked on an interesting journey with her As Ever company with all the pitfalls of a startup company. This year alone it will already be a multi million dollar startup company when you also consider the sales from As Ever (not the wine). So far with the two product drops, the last one being on the 20th of June 2025, it has resulted in estimated sales of about $500,000. It was announced in a recent As Ever email newsletter of a restock in the coming days. That will certainly bring the total sales figures to over $1 million this year alone.

As of date, As Ever is still only a regional operation dispatching to the United States. It is also noted that they are as yet to open up their distribution channels other than a website operation. Will they use supermarkets or just stay in the niche market to create scarcity which in the wine business means higher prices?