Meghan Markle is sharing personal stories sent in by her fans on social media of their attempts to buy her As Ever rosé wine. The 2023 Napa Valley Rosé went on sale at 4pm UK time and was completely sold out before 5pm on July 1.
Super fans have messaged Meghan Markle on Instagram with success stories, anticipating a sell-out. Meghan shared one message, writing: “This may be my favourite one!”
The fan wrote to Meghan: “I set an alarm for 10.58 EST and asked my dental hygienist to please hold the cleaning until after I purchased my Meghan Sussex wine. She jumped up and said, ‘Oh that’s right!’ She grabbed her phone and we bought them together. It was THAT serious!”
Meghan shared another message sent in by another fan, who claimed: “Had hubby on standby at 11 o’clock this morning to help with the purchase! LOL! Check out my record breaking checkout time. We mastered it this time around. DWL! Now we can’t wait to collect memories with these bubblies! Cheers #AsEver”
To which Meghan replied to the annecdote: “Love it! Well done, hubby.”
The wine represents As Ever’s first expansion into alcoholic beverages since launching in April and was briefly available to purchase for American buyers on a new website.
The Duchess of Sussex’s wine comes in batches of three, six and twelve, with each bottle costing £22 ($30) and £66 ($90), £116 ($159) and £218 ($300) in total.
The Duchess of Sussex’s brand describes the rosé as offering “soft notes of stone fruit, gentle minerality and a lasting finish”.
Continuing the sell, As Ever celebrated the wine as “effortlessly elegant” and “harvested in the stunning wine country of Napa Valley”.
Speaking on a bonus episode of her Confessions of a Female Founder podcast featuring Tina Knowles, Meghan revealed her concerns about customer frustration in terms of a sell-out.
She had considered whether the “scarcity mentality at the beginning might be a hook for people”, likening it to “a sneaker drop”.
However, she worried this approach could prove “annoying” for customers, stating: “I don’t want you to eat that jam once every six months. I want that to be on your shelf all the time.”