In Depth: Meghan Markle's Multi Million Dollar As Ever Napa Valley Rosé wine express delivery

The vintage As Ever 2024 Napa Valley Rosé sold is still available more than 72 hours after the restock on the wine.asever.com website. The significant increase in the wine production capacity, has enabled the availability to last longer than the one hour it took on the 1st of July 2025. When there was obvious caution on the stock level for the launch which is a common issue with startup companies. However that has not fully answered the question if As Ever is better prepared for their wine production startup company issues.

When it launched on the 1st of July 2025, the first release of the vintage 2023 As Ever Napa Valley Rosé, 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.

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 72 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 24 hours after 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. And specifically for the period after the 5th of August 2025, there were at least 240K organic search website visits. The methodology only focuses on the US organic website traffic which is believed to be between 150K - 200K website visits for the 72 hours after the 5th of August 2025.

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 US organic search website traffic going to wine.asever.com yielding a monetary value of between $3.5 - $4 million in sales. This is still less than 15 percent of what is believed to be the organic traffic which went through to the wine.asever.com website in the 72 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 stock of rosé is available to sustain the flow of website traffic in the coming days before a potential sell out? And what lessons will As Ever learn from this second drop to better prepare for the next release.

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?

Although the methodology only focused on US organic website traffic, the data analysis confirms the geographic nature of the organic website traffic through asever.com. As Ever has better knowledge of the activities beyond the US borders. Is that a clue of what they see in the data of a considerable volume of organic search traffic coming across the US borders?