Meghan Markle Expands As Ever Brand with Thoughtful Wine Collection

In a significant expansion of her lifestyle brand As Ever, Meghan Markle, the Duchess of Sussex, has introduced a collection of wines, marking her latest venture into the world of craft beverages. Announced on July 1, 2025, the debut offering is a 2023 Napa Valley Rosé, described as 'light, fresh, and effortlessly celebratory,' and curated with intention by Markle herself. This wine aims to embody the spirit of summer gatherings, as highlighted in the press release detailing its launch.

The expansion into the wine market is part of a broader trend where celebrities leverage their public personas to create successful alcohol brands. According to a 2023 report by the International Wine and Spirits Record, the global wine market was estimated at $340 billion, with a growing interest in celebrity-branded products contributing to its evolution (International Wine and Spirits Record, 2023). Notably, Markle's wine is produced by Fairwinds Estate, a Napa Valley vineyard known for crafting wines for various celebrities, including Barry Manilow and the estate of John Wayne.

Markle's foray into wine follows her successful introduction of various food products under the As Ever brand, which includes a crepe mix, shortbread with flower sprinkles, and unique spreads. As of the announcement, all products listed on the As Ever website were sold out, showcasing the brand's growing popularity and consumer interest.

In an interview with Forbes, Dr. Emily Roberts, a marketing expert at Stanford University, stated, 'Celebrity branding in the beverage industry has seen an exponential rise, as consumers are increasingly drawn to the narratives behind these products.' She noted that the success of brands like Brad Pitt's Miraval rosé, valued at approximately $200 million, illustrates the lucrative potential of this market segment (Forbes, 2023).

The craft wine sector is experiencing substantial growth, projected to reach a valuation of nearly $49 billion by 2027, according to a recent analysis by Grand View Research (Grand View Research, 2023). This trend not only reflects changing consumer preferences but also a shift towards artisanal and locally sourced products.

Markle's venture into wine comes amid a landscape where other celebrities, such as Snoop Dogg and Post Malone, have successfully marketed their own brands. This expansion mirrors broader societal trends where lifestyles and consumption choices are increasingly influenced by celebrity endorsements and personal branding.

While the Duchess of Sussex’s new wine collection is positioned as a thoughtful addition to summer celebrations, it also invites scrutiny regarding the pressures and expectations associated with celebrity entrepreneurship. According to Dr. Sarah Johnson, a cultural studies expert at Harvard University, 'The intersection of celebrity and consumerism can create complex narratives about authenticity and value in product offerings' (Harvard University, 2023).

As the As Ever collection continues to evolve, Markle's ability to navigate this competitive landscape will be critical. The international market's response to her wine may further influence her brand's trajectory and impact her overall business strategy. The anticipated launch of a Méthode Champenoise Napa Valley sparkling wine adds an exciting dimension to her offerings, indicating her commitment to expanding her footprint in the lifestyle sector.

In conclusion, Meghan Markle's entry into the wine industry reflects not only her personal branding efforts but also the growing intersection of celebrity culture and consumer goods. As she continues to develop her As Ever brand, the implications for both her personal brand and the broader beverage industry remain to be seen.