The launch date falls on what would have been Princess Diana’s 64th birthday
Meghan Markle is toasting a new chapter for her lifestyle brand, As ever — with a glass of rosé.
On Tuesday, July 1, the Duchess of Sussex launched her brand’s first alcoholic offering, a Napa Valley rosé, available at Wine.AsEver.com. Priced at $30 per bottle, it’s sold in sets of three ($90), half cases ($159) and full cases ($300).
But the rosé drop is just the start. Meghan, 43, is also announcing the brand’s expansion into wine, with a Méthode Champenoise Napa Valley sparkling wine planned for the near future and additional varietals to follow.
The launch date falls on what would have been the 64th birthday of Prince Harry’s mother, Princess Diana. Diana died in a car crash in Paris in 1997 at age 36, and both Harry and Meghan have honored her legacy in personal ways, including giving their daughter, Princess Lilibet, the middle name Diana.
Meghan didn’t publicly address the timing in the lead-up to the launch, but the date also echoes a milestone from the couple’s own love story. In his 2023 memoir Spare, Prince Harry revealed that he and Meghan first started talking on July 1, 2016 — his mother’s 55th birthday.
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A product description teased the rosé as a perfect sip for the season, calling it “a bespoke blend” with “soft notes of stone fruit, gentle minerality and a lasting finish — launching just in time for summer entertaining.”
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In a press release shared with PEOPLE, the brand added that the rosé is “designed for summer’s best moments – from lunches that turn into dinners and sun-drenched weekends where the only thing louder than the music is the laughter. This blend captures the essence of celebration, inviting wine lovers to toast all the moments that matter most – both big and small.”
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The Napa Valley rosé was first announced during a June 20 restock of Meghan’s As ever brand. The Duchess of Sussex had refreshed inventory for the lifestyle line she originally launched on April 2, selling out once again within hours.
“We spent so much time making sure we had so much more inventory, that’s why we took the time, and you guys are doing it again,” the Duchess of Sussex said in a video on her Instagram Stories. “We’re nearly sold out on everything, and I can’t believe it.”
On June 20, As Ever restocked its original lineup — including herbal teas, crepe baking mix, shortbread cookie mix, and flower sprinkles — while introducing two new additions: apricot spread and orange blossom honey.
Earlier this year, the Duchess of Sussex spoke to PEOPLE about launching her new business — while clarifying that she doesn’t consider herself an influencer.
“I see myself as an entrepreneur and a female founder,” she said, “and if the brand ends up influential, then that’s great.”
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When it comes to unwinding, Meghan and Harry might just raise a glass of her newly launched rosé.
In a nod to the quieter moments of family life, the Duchess previously said that she and Harry often end their evenings with what she calls “nightcap recaps” — relaxing with a drink, chatting about their day, and making lunch boxes for their kids, Prince Archie, 6, and Lilibet, 4.
“I hope that when they get old enough, they feel really proud that they were part of the beginning of this with me,” Meghan told PEOPLE earlier this year, reflecting on the early days of building As ever.
