Meghan is preparing to launch a rosé wine

Meghan Markle has timed the next As Ever launch for July 1, the same day her late mother-in-law Princess Diana would have turned 64.

The Duchess of Sussex, 43, recently launched new products including apricot jam and limited-edition orange blossom honey. The products sold out within minutes on June 20.

But next week, Meghan will also launch her new Napa Valley Rosé wine.

The announcement was made via As Ever’s Instagram account. Meghan shared an image of her new Napa Valley Rosé poolside, flanked by glasses and ripe apricots.

Meghan’s rosé wine will launch next week (Credit: Cover Images)

Meghan Markle reveals As Ever launch on Diana’s birthday

The caption read: “Cheers, dears! Wishing you a wonderful weekend! You’ve certainly made ours wonderful. We sold out… again!” before confirming the next drop: “July 1st at 8 a.m. PT.”

Though no direct mention of Diana was made in the post, fans and royal commentators were quick to connect the dots.

“July 1st. Diana’s birthday,” royal commentator Victoria Arbiter wrote pointedly on social media.

Despite some criticism over the launch date, many fans didn’t seem to see any issue.

“So? It’s my birthday too,” one person wrote. Another questioned: “And?”

Meghan’s latest As Ever launch sold out within minutes (Credit: SplashNews.com)

What does As Ever sell?

As Ever currently sells jam, honey, flower sprinkles, herbal teas and crepe and cookie mixes.

The rosé is the company’s first foray into alcohol and is being pitched as “launching just in time for summer entertaining”.

The duchess has spoken openly about her desire to create products that feel both luxurious and accessible.

Since launching in April, As Ever has become a breakout success. All products have sold out almost instantly.

In her podcast, Confessions of a Female Founder, Meghan reflected on this overwhelming demand and her decision to pause before restocking in June.

“We planned for a year and everything sold out in 45 minutes,” she said. “Then what do you do? Do you just sell out again in an hour? Or is that annoying as a customer? Let’s wait until we are completely stable and we have everything we need.”

She also rejected the luxury world’s trend of scarcity marketing.

“I want to move away from that scarcity mentality,” Meghan explained. “I don’t want you to eat that jam once every six months, I want that to be on your shelf all the time.”
July 1 would have been Diana’s 64th birthday (Credit: SplashNews.com)

Meghan’s ‘connection’ to Princess Diana

Meghan has previously spoken about the emotional connection she feels to her late mother-in-law, calling Diana “someone I wish I’d had the chance to know”.

Though the As Ever post didn’t reference Diana, many interpreted the July 1 launch date as a subtle tribute.

Meanwhile, As Ever shows no signs of slowing down.

Friday’s restock of existing products also sold out in minutes, echoing the April launch. Meghan celebrated the moment with a personal Instagram Story.

“We spent so much time making sure we had SO much more inventory,” she gushed in the video. “It’s why we took the time, and you guys are doing it again! We’re nearly sold out on everything, and I can’t believe it. Even flower sprinkles!”