Meghan Markle revealed a trio of new products under her lifestyle brand As Ever today as she launched Napa Valley rosé wine, apricot spread and a new honey.
The Duchess of Sussex unveiled the fresh items as she also released a restock of some items from her first batch two months after they all sold out within an hour.
The rosé is Meghan’s first foray into the wine market – with the product sourced from the famous region of California , up the west coast from her Montecito home.
The 2023 wine, which will be available to buy from July 1, has been described by the brand as having notes of ‘soft notes of stone fruit, gentle minerality, and a lasting finish’ and a ‘bespoke blend’ which is ‘launching just in time for summer entertaining’.
One of the other new products is a $28 (£21) ‘limited edition’ orange blossom honey which Meghan said had a ‘beautiful golden hue, an enticing aroma, delicate floral notes and subtle citrus undertones’ and would be ‘a standout addition to your pantry’.
The other new item is the apricot spread – one in keepsake packaging at $14 (£10) and the other just in a jar at $9 (£7). Meghan said this ‘newest spread balances a delicate sweetness and a gentle brightness that lets this beautiful stone fruit shine’.
Announcing the products, Meghan said: ‘We are pleased to share that many favorites from our debut As Ever collection are back – and, we’ve added something new. We hope you find some special treats that bring extra joy to you and your loved ones.’
In April the Duchess released her first nine As Ever products including raspberry spread in keepsake packaging for $14 (£10) or a normal jar for $9 (£7), with the brand describing the collection as being ‘infused with joy, love, and a touch of whimsy’.
Others were flower sprinkles for $15 (£11), wildflower honey with honeycomb for $28 (£21), a crepe mix and a shortbread cookie mix with flower sprinkles, both $14.
Meghan has launched a new Napa Valley rosé wine as part of her As Ever lifestyle business
The Duchess drinks wine with chef Alice Waters during her Netflix show With Love, Meghan
Another new product is an apricot spread in either keepsake packaging (left) or just a jar (right)
The apricot spread is one of the three new products launched by the Duchess of Sussex today
Three types of herbal tea also came out at the same time – hibiscus, lemon ginger and peppermint – for $12 (£9) each. All the products sold out in about 45 minutes.
The products restocked by Meghan today were the three herbal teas, the floral sprinkles, crepe mix and shortbread cookie mix – but not the raspberry spread.
Earlier today, the Duchess teased the relaunch with an Instagram post on her As Ever account at midnight Pacific Time (8am UK time this morning), with a new photograph of her smiling on a garden swing with the simple caption: ‘No more sleeps’.
Meghan had promised some ‘delicious surprises’ for fans today after describing the April launch of the original As Ever products as ‘absolutely extraordinary’.
In an Instagram post on June 16, the Duchess wrote: ‘Oh yes, honey… sweet things await. Mark your calendars for June 20 at 8am PT – we’re bringing back your favorites, plus some delicious surprises you won’t want to miss!’
Pacific Time is eight hours ahead of BST, meaning the launch was at 4pm UK time.
In a newsletter issued on June 16, the former Suits actress also wrote: ‘First off, a sincere thank you for making the debut of As Ever absolutely extraordinary.
‘We had a feeling there would be excitement, but to see everything sell out in less than an hour was an amazing surprise. We are pleased to share that on June 20th, we’re going live with the products you love – plus, some new delicious surprises.’
PR experts said the latest email was noticeably different to Meghan’s first As Ever message, which was a long piece full of inspirational quotes and personal anecdotes.
Sarah Schmidt, celebrity publicist and president of PR firm Interdependence, told MailOnline on Wednesday: ‘Meghan’s first As Ever newsletter was poetic and intimate.
‘It positioned the brand as an extension of her personal rituals and values, written in the voice of someone building a lifestyle, not just selling a product.
‘The latest email, by contrast, is pure transaction: short, strategic and sales-focused. And that pivot is telling.’
She said the audience is now witnessing a ‘shift’ in Meghan from a ‘founder-as-storyteller’ to ‘founder-as-operator.’
One of the promotional photographs released as Meghan announced the new apricot spread
The official photograph for the orange blossom honey which is another new As Ever product
A promotional image for the As Ever orange blossom honey which was launched by Meghan
Ms Schmidt added: ‘It suggests a brand moving from emotional origin story into operational scale. However, when key team members exit and the tone tightens, audiences can feel that.
‘If the first email said, ‘Come into my garden,’ the second says, ‘Get ready to shop.’ Neither is wrong, but the dissonance creates questions. Not just about Meghan’s role but about the heart and soul of the brand.’
Earlier this month Meghan said she had decided to ‘just pause’ restocking her brand, saying she wanted to wait until it is ‘completely stable and we have everything we need’.
She also spoke of the difficulties of building her firm and ‘how many tears’ she has shed behind the scenes on a bonus episode of her Confessions of a Female Founder podcast featuring Beyonce’s mother Tina Knowles.
Meghan had suggested the ‘scarcity mentality at the beginning might be a hook for people’, comparing it to ‘a sneaker drop’.
Meghan teased the As Ever launch with an Instagram post on her As Ever account today, with a new photograph of her smiling on a garden swing with the simple caption: ‘No more sleeps’
Meghan wrote in an earlier Instagram post on June 16: ‘Oh yes, honey… sweet things await. Mark your calendars for June 20 at 8am PT – we’re bringing back your favorites, plus some delicious surprises you won’t want to miss!’
The Duchess of Sussex’s TV show ‘With Love, Meghan’ came out on Netflix on March 4
But she feared it might be ‘annoying’ for customers, adding: ‘I don’t want you to eat that jam once every six months. I want that to be on your shelf all the time.’
Meghan said: ‘So for me at the moment, with As Ever, it was great. We planned for a year we get and then everything sells out in 45 minutes.
‘Yes, amazing, great news. Then what do you do? And then you say ‘Ok, we planned as best as we could. Are we going to replenish and sell out again in an hour? Or is that annoying as a customer?
‘I’m looking at it saying ‘Just pause. That happened. Let’s wait until we are completely stable and we have everything we need’.’
She added how people ‘see all the flashy stuff and they see the product. But that end game… those behind the scenes moments, how many tears I’ve shed’.
Meanwhile, earlier this week the Duchess denied that her personal Instagram account, where she shares behind the scenes footage of family life, is a tool to promote her business.
Meghan said returning to social media at the start of the year was ‘a great way to get my voice back’, and she uses it for ‘authentic’ sharing such as her twerking video. She added: ‘It’s my space and my channel for joy.’
Meghan’s As Ever products including her jam launched in April and rapidly sold out
The raspberry spread was one of the key products in the first release of As Ever items
Meghan gave a 90-minute interview on the Aspire podcast with Emma Grede on Tuesday
Prince Harry and Meghan Markle at the Time100 summit in New York City on April 23
The former Suits actress went back on Instagram in January, first with footage of her running around a beach and writing 2025 in the sand, and then a montage from her Netflix show With Love, Meghan.
The Duchess has since made numerous posts about As Ever, mentioning her As Ever Instagram account, but has also released photos and videos of the Sussexes’ life with their children Prince Archie and Princess Lilibet.
On Lili’s fourth birthday last week, Meghan shared footage of herself twerking in a labour room while heavily pregnant with her daughter.
On the Aspire with Emma Grede podcast, entrepreneur Grede asked Meghan about her return to social media, saying: ‘Are you thinking about it in the way that so many of us do as also a business tool?’
Meghan replied: ‘Not for my personal account, no.’ Grede challenged her, asking: ‘Really?’ Meghan said: ‘For my personal account? …No.’ Grede told her: ‘Well that’s the one we’re all following.’
Meghan replied and laughed: ‘Well good…as long as you’re following As Ever too. No, I think for me it was great way to get my voice back… It’s my space and my channel for joy – that is the intention of my handle.’
Meghan’s personal account @Meghan has 3.8 million followers. Her @aseverofficial account has 847,000 followers, and is linked into her @Meghan bio, as is her ShopMy collection.
