Meghan Sussex’s lifestyle brand As Ever has set a new milestone with the August 5 release of its 2024 Napa Valley Rosé. The restock sold 10,000 bottles in the first 10 minutes. Nearly one in five purchases came from returning customers. Many chose six- and 12-bottle cases, signalling strong loyalty and confidence in the product. This success builds on a summer of sellouts, driven by smart inventory planning and a growing reputation for quality.
Strong Sales Driven by Growing Demand
After three consecutive sellouts in April, June, and July, As Ever increased inventory for the August release. The brand tripled stock compared to the July 1 drop. As a result, first-day sales were almost 50% higher. The restock built on momentum from earlier launches, when bottles disappeared from online shelves within minutes.
“Since its inception, As Ever has been a journey of joy, learning, and evolution, with products created with love and shared with meaning to connect people through life’s special moments. We knew we were bringing something special to the market,” a brand spokesperson told Harper’s Bazaar.
A brand spokesperson explained that customer feedback from the first vintage shaped the new blend. Availability was made a top priority for loyal buyers. The repeat customer rate of 20% suggests the wine has moved beyond curiosity purchases into a regular choice for many.
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Positive Reviews Elevate Brand Reputation
Industry praise has strengthened the rosé’s standing in a crowded market. Award-winning sommelier Jordan Salcito described the wine as “a wine first and a celebrity product second,” citing its ripe strawberry and pink grapefruit notes, balanced minerality, and long finish.
“It’s genuinely a well-made rosé that tastes like a wine first and a celebrity product second. The technical execution is solid, the flavor profile is compelling, and the structure suggests it will drink well for the next year or two. The river stone minerality adds a backbone that elevates it beyond simple fruit-forward rosé territory.” — Jordan Salcito, Vogue
She commended the absence of heavy oak flavors, noting that the structure and acidity make it versatile for food pairings, from grilled salmon to Mediterranean dishes. Customers appear to agree, with many buying in bulk and sharing their purchases online. By combining technical quality with a brand identity built on connection and shared moments, As Ever is positioning its rosé as a seasonal favorite with lasting appeal.
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Like for many, Meghan’s (and Harry) success is personal for me. There are many in the British establishment who wanted her to fail because of her identity and her going out there and thriving is a powerful, motivating and satisfying rebuke to that establishment.
I can attest to that, it’s really satisfying to see Meghan and Harry thriving. The BE tried to send a message, believing they could crush her for daring to step into those spaces. But in reality, it’s M and H who are sending the true message: they are victorious and will never be destroyed.