KEY POINTS
- The Duchess of Sussex expands into wine, with sparkling bottles coming soon
- Meghan Markle launches a Napa Valley rosé under her As Ever brand on Diana's birthday
- Prince Harry's silence sparks curiosity — does he approve?
- The brand's sales strategy is already working, with stock nearly sold out
Meghan Markle is raising eyebrows (and glasses!) with the latest product launch from her lifestyle brand As Ever. But the timing of her Napa Valley rosé debut has sparked speculation over whether the Duchess of Sussex is once again leaning into Princess Diana's legacy for emotional and branding resonance.
On July 1, Meghan introduced her brand's first alcoholic offering: A Napa Valley rosé priced at $30 (£22) per bottle, sold via Wine.AsEver.com. The launch coincides with what would have been Princess Diana's 64th birthday — a detail that hasn't gone unnoticed. Though Meghan didn't publicly acknowledge the symbolism of the date, many royal watchers argue the move is too deliberate to be coincidence.
The rosé, described as 'a bespoke blend' with 'soft notes of stone fruit, gentle minerality and a lasting finish,' is the first in what appears to be a full-bodied wine expansion for Meghan's As Ever brand. A Méthode Champenoise sparkling wine is reportedly in the pipeline, with more varieties to come.
Diana's Echo in the Sussex Brand
This isn't the first time the Sussexes have invoked Diana's memory in a personal or commercial context. Their daughter, Lilibet Diana, bears the late Princess' name. Harry's memoir Spare is filled with emotional reflections on his mother's life, death, and enduring influence.
Even the launch date of Meghan's wine ties back to the couple's origin story. In Spare, Harry reveals that he and Meghan first began speaking on July 1, 2016 — his mother's 55th birthday. For supporters, these are touching tributes. For critics, it's part of a broader pattern of strategically invoking Diana's image.
Is It Marketing or Meaning?
The question being asked across social media and royal gossip columns: Is Meghan genuinely honouring her late mother-in-law, or capitalising on public nostalgia and sentiment for branding purposes?
'Let's not kid ourselves — the rosé is timed to pull heartstrings and wallets,' one user commented on X (formerly Twitter). 'Diana's birthday? Really? That's the launch date?' Others defended Meghan, calling the gesture 'a sweet nod' and 'on brand' for someone known for intentionality in her messaging.
Observers surmise that Meghan knows the emotional capital Diana's name carries, especially in the US. But the question persists: Is it a heartfelt tribute or a calculated branding?
What Does Harry Think?
While Prince Harry hasn't issued a public statement about the rosé launch or its release date, his past actions suggest a high tolerance, even a willingness, to keep his mother's memory alive in both public and private ways. The Sussexes have consistently framed their work as grounded in values Diana cherished: Compassion, authenticity, and reinvention.
But how the public perceives this alignment, especially when tied to a consumer product, is another matter.
What's Next for As Ever?
If Meghan's goal was to make a splash, mission accomplished. The rosé is already selling briskly in curated bundles of a half case at £126 ($159), a full case at £238 ($300), and trio sets at £71 ($90).
In an Instagram Story posted during the restock, Meghan said: 'We spent so much time making sure we had so much more inventory, that's why we took the time — and you guys are doing it again. We're nearly sold out on everything.'
With more wine offerings on the way and a polished aesthetic rooted in California cool and royal residue, As Ever is carving out its niche, inspired by the memory of Princess Diana, no doubt.
