Meghan Markle launches Napa Valley rosé as first wine under As Ever lifestyle brand

Meghan, Duchess of Sussex, has released her first wine, a rosé from Napa Valley, which is now available for purchase through her lifestyle brand As Ever. The wine, announced last year, marks Meghan’s entry into the wine business and is being sold exclusively on the As Ever website starting today.

The rosé is described by Meghan as “crisp and beautifully balanced,” intended for relaxed summer occasions. Tasting notes highlight soft stone fruit flavors, gentle minerality, and a long, crisp finish. While the wine is marketed as a Napa Valley product, regulatory filings show it was produced by Kunde Family Winery, located in Kenwood in Sonoma Valley. Kunde Family Winery operates on an 1,850-acre estate and has a long history in California winemaking.

Kunde Family Winery was previously part of Vintage Wine Estates (VWE), one of California’s largest wine companies. VWE acquired Kunde in April 2021 for $53.1 million. However, VWE filed for Chapter 11 bankruptcy last year and began selling off assets. In September, Dallas-based Adair Winery Inc purchased Kunde Family Winery along with several other properties for $85 million. Some additional assets, including stored wines not yet bottled, were sold at auction for about $2 million.

Meghan’s move into the wine industry follows a trend among celebrities launching their own wine brands or vineyards. Notable examples include Kylie Minogue, whose rosé has become the best-selling branded pink wine over £7 in the UK since its launch in 2020, generating more than £30 million in sales. Other celebrities involved in the wine business include Sam Neill with Two Paddocks in New Zealand, Brad Pitt with Miraval in France, Sting with his Tuscan vineyard, as well as Sarah Jessica Parker, Cameron Diaz, Ian Botham, and Gary Barlow.

The launch of Meghan’s rosé has sparked significant attention online and in the media. Social media reactions have been mixed, reflecting both interest and criticism due to Meghan’s public profile. Despite this, celebrity-backed wines continue to perform well commercially and attract consumer interest.

Meghan previously ran a lifestyle blog called The Tig, named after her favorite Italian wine Tignanello. Her new venture with As Ever signals a return to lifestyle branding but with a focus on premium products like wine. The debut rosé is positioned as an accessible luxury for consumers looking to enjoy a taste of California’s renowned wine regions this summer.