If you blinked, you might have missed it: Meghan Markle’s debut rosé wine sold out in a matter of hours, leaving fans thirsty for more.
But if you were one of the unlucky customers caught in the latest As ever ordering glitch, there’s a sweet silver lining—literally.
The Duchess of Sussex is offering a free jar of her exclusive apricot jam to those whose orders couldn’t be fulfilled, proving that sometimes, a royal hiccup can have a delicious upside.
A jam-packed drama: What went wrong?
Meghan’s lifestyle brand, As ever, has been making waves since its launch, with its first product drop in March.
It features jam, honey, tea, edible flower sprinkles, and shortbread mixes, selling out in just 45 minutes.
The second ‘summer drop’ in late June was supposed to be bigger and better, with Meghan herself assuring fans there was ‘so much more inventory’ this time around.
But even the best-laid plans can go awry. A technical glitch meant that some eager customers placed orders for products that had already sold out.
The result? Disappointed fans and a flurry of apologetic emails from the As ever team. ‘Due to high demand, your order could not be fulfilled and will be refunded,’ the company wrote.
But in a move that’s sure to win back hearts (and taste buds), they added: ‘When the apricot spread is back in stock, you will be the first to receive it, free of charge.’
Wine, whine, and winning over fans
The jam drama unfolded just as Meghan’s much-anticipated 2023 Napa Valley Rosé hit the market.
Priced at just under $30 a bottle (but only available in sets of three or more), the ‘crisp and beautifully balanced’ wine was described as ‘thoughtfully curated by Meghan, Duchess of Sussex’ and inspired by the Provençal rosés of southern France.
The wine was crafted for ‘slow afternoons and golden-hour gatherings’—a nod to the kind of relaxed, sun-dappled lifestyle Meghan’s brand is all about.
The decision to sell only in multi-bottle packs was reportedly made to keep shipping costs down and reduce environmental impact.
And while some fans grumbled about not being able to buy a single bottle, the wine still sold out overnight.
Meghan, ever the gracious host, sent an email to subscribers: ‘We hope this wine invites you to celebrate warm summer moments with the ones you love.’
What’s next for As ever?
If you missed out on the rosé, don’t despair. Meghan has hinted that a ‘bespoke collection of wines’ is on the horizon, with sparkling varieties and more to come.
The debut rosé was produced by Fairwinds Estate in Napa Valley, just a scenic drive from Meghan and Harry’s Montecito home—a detail that adds a touch of local authenticity to the brand.
But when will the next drop happen? That’s anyone’s guess.
Meghan has given mixed signals in recent interviews, telling Fast Company she wouldn’t announce new products until 2026, then saying on her podcast she’s pressing ‘pause’ on business development until things are ‘completely stable’.
For now, As ever products are only available to US-based customers, but Meghan has teased plans to ‘go global’ in the future.
Why food, not fashion?
Many expected Meghan to launch a fashion or beauty line, but she’s chosen to focus on food and cooking instead.
On the Aspire with Emma Grede podcast, she explained: ‘I wanted to do what felt authentic’.
While she hasn’t ruled out branching into beauty or fashion down the track, for now, she’s sticking to what she loves—sharing the simple pleasures of good food and drink.
Credit: matta_of_fact / Instagram
A royal recipe for success?
Meghan’s foray into the world of artisanal food and wine is more than just a celebrity side hustle.
It’s a carefully curated brand that taps into the growing trend for small-batch, thoughtfully sourced products.
And with each hiccup—like the recent jam shortage—she’s shown a willingness to make things right, offering fans not just refunds, but a taste of what’s to come.
Have your say!
Have you tried to order from Meghan’s As ever range? Were you one of the lucky few to snag a bottle of her debut rosé, or are you waiting (im)patiently for your free jar of jam?
Do you think celebrity brands live up to the hype, or are they just clever marketing? We’d love to hear your thoughts and experiences—share your comments below and join the conversation!
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Also read: Royal insider spills the ‘sad truth’ for Harry and Meghan’s social media posts
