Analysis: Meghan Markle's Multi Million Dollar As Ever Napa Valley Rosé wine is still available

The vintage As Ever 2024 Napa Valley Rosé is still available more than 24 hours after the restock on the wine.asever.com website. 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."

The significant increase in the wine production capacity, has enabled the availability to last so far more than 24 hours.

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 female founder started by opening herself a rosé marked bottle #1 of the vintage 2024 Napa Valley Rosé soon after a glimpse of the production line was posted on the As Ever Instagram @aseverofficial. 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 and the analysis of the As Ever Wine website traffic during the 48 hours after the 5th of August 2025, it is estimated they could have sold so far in excess of 120,000 bottles of rosé.

Estimated daily US organic search website traffic to the asever.com website is at least 74K around the 5th of August 2025. It is known that there is what is called a display on the asever.com website to redirect traffic to wine.asever.com. It is not assumed in the methodology that the full 74K traffic is redirect. This website traffic analysis also seems to indicate that there may already have been more than 1.5 million visits to the asever.com website in the month of July 2025 alone.

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. The methodology assumes a stock level ratio of 2:2:1 in that order of rosé sets.

A cautionary 20,000 in total orders sold is assumed from the estimated website traffic going to wine.asever.com yielding a monetary value of between $3.5 - $4 million in sales. This is still less than 25 percent of what is believed to be the traffic which went through to the wine.asever.com website in the 24 hours after the 5th of August 2025. For the two rosé drops so far, it is estimated they would have made nearly between $4.5 - $5 million in sales. This is a significant improvement of the startup company's balance sheet. If the level of engagement from visitors of the As Ever Wine website is higher than the 20,000 and the 5,000 of the 1st of July, then these figures could prove to be very modest. The question therefore is how much rosé stock is available to sustain the flow of website traffic without selling out in the coming days?

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 had 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 vintage therefore may represent an emotional attachment for the female founder because of the date of the rosé. As evident in the personal Instagram stories @Meghan post during the restock launch.

As of date, As Ever is still only a regional operation dispatching to the United States. Which is why the methodology only uses US website traffic. 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?

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.

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. Born on the 4th of August, the Duchess of Sussex Meghan Markle next potential product release is a sparkling wine méthode champenoise.