As ever is expanding! Meghan Markle's lifestyle brand will be uncorking an all-new offering this summer: wine. As ever's debut Napa Valley rosé was announced in a newsletter sent out on Friday, June 20, about products from the first collection that were restocked. "There’s something else we can’t wait to share – our debut As ever rosé. With soft notes of stone fruit, gentle minerality, and a lasting finish, this bespoke blend is launching just in time for summer entertaining, and will be available for purchase on July 1st," the newsletter noted.
In addition to announcing the wine and restocking of items from the initial collection, including the raspberry spread, flower sprinkles, shortbread cookie mix, crepe mix and herbal teas, Meghan's summer drop on Friday featured two new items: an apricot spread and limited-edition orange blossom honey. According to As ever, the apricot spread "balances a delicate sweetness and a gentle brightness that lets this beautiful stone fruit shine." Meanwhile, the honey is described as having a "beautiful golden hue, an enticing aroma, delicate floral notes, and subtle citrus undertones." Both new products sold out within an hour of release.
As ever's debut collection was released on April 2, 2205 and sold out in under an hour, with the limited-edition wildflower honey with honeycomb selling out in less than five minutes.
"Our shelves may be empty, but my heart is full! We sold out in less than one hour and I can’t thank you enough…for celebrating, purchasing, sharing, and believing," the Duchess of Sussex wrote on Instagram at the time. "It’s just the start @aseverofficial 🎉 Here we go!"
On June 16, As ever announced that it would be restocking items, and teased new ones as well. "Oh yes, honey…sweet things await. Mark your calendars for June 20 at 8 a.m. PT - we’re bringing back your favorites, plus some delicious surprises you won’t want to miss! 🍯," the brand wrote on Instagram alongside a picture of a stack of pancakes topped with raspberries and honey.
That same day, As ever sent out a newsletter telling subscribers to save the date for new and returning products. "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," the newsletter stated. "We are pleased to share that on June 20th, we’re going live with the products you love – plus, some new delicious surprises."
During the bonus episode of her Confessions of a Female Founder podcast with Tina Knowles, Meghan spoke about planning "for a year" and everything then selling "out in 45 minutes." While that was "amazing," Meghan said, "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?"
She added, "I'm looking at it saying, just pause. That happened. Let's wait until we are completely stable, and we have everything we need."