Meghan Markle, the Duchess of Sussex, has recently introduced a new product under her lifestyle brand, As Ever, with a low-key surprise announcement. The new offering is a 2024 Marlborough Sauvignon Blanc, marking a expansion into the wine aisle for the 44-year-old royal. Meghan has previously expressed her entrepreneurial spirit, stating, “I see myself as an entrepreneur and a female founder, and if the brand ends up influential, then that’s great,” in an interview with PEOPLE. This move is seen as a strategic step in expanding the offerings of her brand and reaching a wider audience.
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The announcement of the new wine was made on October 3 through a subtle post on As Ever’s Instagram account. The post hinted at the return of the brand along with a new addition, the Sauvignon Blanc, alongside the existing Apricot Spread and Orange Marmalade. This unveiling came just before Meghan’s appearance at Paris Fashion Week the following day on October 4, adding to the excitement surrounding her brand. The coded message sparked curiosity among followers and fans, generating buzz around the new product.
While the Apricot Spread and Orange Marmalade have been part of the As Ever collection, the launch of the Sauvignon Blanc garnered significant attention with its social media debut. The official description of the wine highlights its bright and balanced nature, with citrus aromatics and a smooth finish, making it suitable for various occasions. Priced at $30 per bottle, the Sauvignon Blanc is available in sets of three, half cases, and full cases, aligning with the pricing strategy of As Ever’s existing wine offerings.
Meghan had previously ventured into the alcoholic beverage market with the introduction of the 2023 Napa Valley Rosé, which sold out within hours of its release. The success of her initial wine launch prompted the release of the 2024 Napa Valley Rosé and now the latest 2024 Marlborough Sauvignon Blanc. The expansion of the wine collection reflects Meghan’s commitment to growing her brand and providing quality products to consumers who resonate with her tastes and values.
In a statement to PEOPLE, Meghan reiterated her identity as an entrepreneur and female founder, distancing herself from the label of an influencer. She shared insights into her vision for As Ever, emphasizing her passion for cooking and entertaining, which is evident in the range of products offered by the brand. The Duchess of Sussex’s strategic approach to brand development and consumer engagement demonstrates her business acumen and dedication to creating a lifestyle brand that resonates with her audience.
Looking ahead, As Ever is set to introduce more wine varieties, including a Méthode Champenoise Napa Valley sparkling wine, in addition to the existing range. The expansion of the wine collection coupled with the existing food products such as fruit preserves and baking mixes solidifies As Ever’s position in the market. Meghan’s foray into the wine industry reflects her innovative spirit and commitment to building a brand that reflects her values and interests, resonating with consumers seeking quality and authenticity in their purchases.