Meghan Markle launches new As Ever rosé

Meghan Markle has introduced a new vintage of her As Ever rosé just after her 44th birthday.

Meghan Markle launches new As Ever rosé with reduced alcohol content

Meghan Markle has released her latest rosé from her As Ever brand, the 2024 Napa Valley Rosé, priced at $90 for three bottles. This new vintage can only be purchased in bulk, available in quantities of three, six, or twelve. The alcohol content is set at 13.5 percent, slightly lower than the previous vintage, which had 14.5 percent. This launch comes after the last rosé sold out quickly, within an hour. Meghan promoted the wine on her Instagram account, highlighting its elegant characteristics, including a graceful blush hue and soft notes of stone fruit. The release aligns with the timing of her birthday, signaling a calculated marketing effort.

The introduction of a new vintage of As Ever rosé seems to be much more than a simple product launch. It reflects Meghan Markle's growing brand strategy which capitalizes on her celebrity status. By restricting sales to bulk purchases and slightly reducing alcohol content, the pricing strategy could attract both loyal fans and new customers seeking exclusivity. This move demonstrates an effort to maintain brand prestige while engaging an increasingly health-conscious consumer demographic. However, it remains to be seen if these changes will impact sales positively, given the elevated price point.

Highlights

Markle's wine venture continues to navigate the balance of luxury and consumer trends.