Why Meghan Markle's slower wine sales could be her smartest move yet

Meghan Markle’s latest As Ever release may not have sold out in record time, but one brand expert says that’s actually a positive sign.

The Duchess of Sussex, who turned 44 earlier this week, recently launched the 2024 vintage of her Napa Valley Rosé, priced at £22 per bottle and sold in packs of three, six, or twelve. 

Unlike last year’s 2023 vintage, which disappeared from shelves within an hour, the new batch is still available to buy.

While some have taken this as a sign of waning demand, brand and culture expert Nick Ede told Express UK it suggests the opposite. “It’s a good thing the new wine drop hasn’t sold out yet, it shows they’ve solved stock issues,” he explained. 

“No one wants to shop for something that’s constantly sold out. This proves the team is committed to increasing product availability, so fans and consumers can actually purchase it.”

Ede added that the slower sell-through could be part of a deliberate trial to gauge whether wine will become a core focus for the lifestyle brand.

The rosé, currently only shipped within the US, is not available in the UK, a move Ede believes is strategic. “I don’t think the UK is a focus for the As Ever brand as it’s driven by popularity, and at the moment Meghan doesn’t have the star power there that she once had,” he said.

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