Meghan’s as ever 2024 Napa Valley Rosé launches in bulk packs only, with 1% less alcohol than before

Meghan Markle has released the latest vintage from her As Ever wine label, unveiling the 2024 Napa Valley Rosé just one day after celebrating her 44th birthday.

The Duchess of Sussex’s new rosé is only available in bulk orders, with buyers required to purchase cases of three, six, or 12 bottles. Prices start at $90 (£70) for three bottles, $159 (£124) for six, and $300 (£234) for a dozen.

The wine comes with a notable change from last year’s edition — a lower alcohol content. The 2024 vintage is bottled at 13.5%, compared with the previous year’s 14.5%, which is considered high for this style of wine.

The launch follows the rapid sell-out of Meghan’s 2023 Napa Valley Rosé, which was restocked in June and sold out again within an hour on 1 July. That vintage was priced identically per case, though it was also available as individual bottles for $30 (£21) each — an option not offered this year.

Meghan announced the new release in a short video posted to Instagram Stories. In it, she is seen picking up a bottle from a counter decorated with pink flowers, tilting it to reveal “August 4, 2025” handwritten on the side before placing it back and giggling. She then opens the bottle, declaring: “Here we go!” as she pops the cork. Text over the clip reads: “Here we go! First bottle off the line! Toasting to a beautiful day. Our Napa rosé is live @aseverofficial.”

An accompanying newsletter from As Ever described the wine as having “a graceful blush hue” and “delicately balanced, with soft notes of stone fruit, a gentle minerality and a lasting finish.” It added that the 2024 blend was “reminiscent of the finest Provencal styles” and “perfect for summer’s end.”

The timing of the launch has also drawn attention. The 2023 vintage was released on Princess Diana’s birthday, a date that also marked the anniversary of Meghan and Prince Harry’s first conversations in 2016. This year’s release was announced to subscribers on Meghan’s birthday, with sales opening the following day.

The Duchess first announced her As Ever brand on 18 February with an Instagram video, entering the luxury wine market with an emphasis on premium Californian vintages. Her debut 2023 rosé quickly became a commercial success, capitalising on her public profile and a surge of interest in celebrity-owned drinks labels.

The bulk-only approach for the 2024 release represents a shift in sales strategy, with buyers unable to purchase single bottles. While the per-bottle price remains effectively the same at $30 (£23), the reduced alcohol content means drinkers are getting slightly less potency for the same price.

For Meghan, the launch adds to a growing portfolio of lifestyle ventures since stepping back from royal duties with Prince Harry in 2020. In recent years, she has also pursued media and podcasting projects while maintaining a public presence through charity and advocacy work.

Whether the new vintage will sell out as quickly as last year’s remains to be seen, but the As Ever brand continues to build on a formula of exclusivity, limited availability, and high-profile marketing.