The Duchess of Sussex is gearing up for her As Ever wine drop, but if she’s feeling any stress about it, she’s not showing that on Instagram. She posted a lovely summertime beach photo on her personal IG this weekend, and on As Ever’s IG, she posted a pic where she’s picking fruit off of a tree, with the message “Weekend plans: pick, snack, repeat.” I enjoy Meghan’s love of hats too – she had a hat collection before, during and after her time on Salt Island. The hat in the beach photo is from one of Meghan’s favorite brands, Cuyana. She also wore Aquazzura sandals. The hat seen in the peach-tree photo is a Mariella Vilar “rancher hat.” The Texas shop does hand-painted monogrammed hats, and God knows, Meghan LOVES a monogram. Obviously, I looked at the Mariella Vilar site and wouldn’t you know, the Meghan Effect has already happened. Sold out, waitlisted, etc. She can sell anything.
Meanwhile, the As Ever wine goes on sale tomorrow, July 1st. I’m skipping this As Ever drop – I’ve been on the wagon for years, so you’ll just have to tell me how the wine tastes. I’m sure it’s really crisp and beautiful, and I’m also sure that the wine drop is going to be a bloodbath. I bet the wine sells out in mere minutes. Speaking of, the British media is still FURIOUS about Meghan’s successful As Ever line and they’re now creating a narrative that IF Meghan’s wine sells out quickly, it will ruin Meghan’s reputation!
Meghan Markle could be risking being named “Duchess of fake stock” if her wine ends up selling suspiciously quickly, according to a PR expert. The Duchess of Sussex is bracing for her brand’s next big launch, a rosé sourced in Napa Valley, California, which will be available to purchase from Tuesday, July 1, 4pm BST.
But a PR expert has issued a dire warning ahead of the wine’s launch and said that if it ends up being gone too quickly, so will her brand’s credibility. Meghan previously launched two collections for As Ever, back in April and earlier this month, with both releases selling out quickly – the first one sold out within minutes, while the second one completely sold out after a few hours.
Eric Schiffer, reputation crisis strategist for public figures, told the Express: “If Meghan’s Napa rosé vanishes at 11 a.m., retailers will dub her the Duchess of Fake Stock. That means if July’s rosé is 404 at checkout, so is her brand’s credibility.”
The expert added that another “four-hour sell-out” will cause shoppers to accuse her of a “scam,” which will in turn discourage them from supporting As Ever in the future. Mr Schiffer said: “Another four-hour sell-out and shoppers will scream scam and toss the potential of buying a bottle in the dumpster fire. If the cork pops faster than fans click, her brand looks like the royal Ponzi of pantry products.”
Yeah, that’s not what a sold-out wine line will show. And as I said, I’m convinced that it will sell out so quickly, and it will be a huge entrance for As Ever into the wine market. Meghan has clearly underestimated her own “Meghan Effect” on her own products, but she’s still growing her business and trying to figure out how much inventory she actually needs. Here’s a hint for Meg: whatever number you have in your head for inventory, multiply it by twenty. And you’ll still sell out in a few hours.
Photos courtesy of Meghan’s IG and As Ever’s IG.
Yep. Prepare for seventy-eleven billion unhinged articles about her wine drop. Hope it sells out fast which will cause a major meltdown on salt isle. Go Megan!!!
And the only credibility at stake is Eric Schiffer’s. His anti-Meghan comments to UK tabloids (especially re: As Ever) are becoming increasingly unhinged.
And if she doesn’t sell out, they’d call her unpopular. So Meghan can’t win either way.
So thanks for letting us know who you are Eric, won’t be using your services.
Eric ‘rent-a-quote’ Schiffer. Specialises in ludicrous denigration of Meghan to right-wing UK tabloids.
I rarely drink. But when I do – it’s a white or rose. I like them sweeeeet and that’s not very cultured apparently 😂 but goodness do I want to try this wine – sweet, dry or whatever.
LOL are they actually trying to make selling out seem bad?? Next they’ll say a business having to many customers is bad.
Her Royal Highness, The Duchess of Sussex navigates everything with poise, grace and class. I, on the other hand would have told the haters along time ago to get a life, kick rocks and pound pavement.
I am really impressed by how much Duchess M. does not pay attention to these folks. I wish I could do as well in my everyday life!
Well well, the tabloid Hate Stalkers are at it again! Meghan will sell out of wine — and good for her! I image her wine is made from a certain batch/harvest of grapes that meet her standards. Many vineyards grow the same grape varietal, but with varying qualities according to soil, climate variations, and farming practices. If you tasted, e.g., an unblended wine, made from the same varietal but from different wineries taste and quality will vary.
I certainly will try to get 2 bottles of Rośe
Can someone identify the hat so I can get one made like it
I don’t drink 🍷 so I’m looking for a restock for Honey 🍯 and the original jam
Awaiting my apricot right now
Just received the shortbread 🍪
Just FYI I got the basket 🧺 in the last Instagram post and it’s beautiful ❤️
Meghan taste is one in a million
The hat is from the link above – Mariella Vilar and it’s the rancher style.
So, let me get this straight. If Meghan doesn’t sell out, it is a failure. If she sells out, it is a failure. That is why she doesn’t give a sh*t about what the media writes about her anymore.
You summed that up nicely.
No matter what the British press will say she failed because they NEED her to fail. They know no one gives a shit about the rest of the royals, that’s why they have these paid for polls saying how popular they are, they NEED them to be popular.
Perfectly said. They are obsessed and delusional.
I’m also convinced that PR person was AI. Who speaks like that?!
Pretty much. They’ll twist anything she does into a failure. So she’s just living her life.
It’s Royalist pretzel logic.
It’s very kind of the Daily Express to advertise the wine for Meghan.
More for free publicity!
I’ll buy two bottles because Rose can be hit or miss for me and I can always gift it if it’s not to my taste. That said, it’s funny that being so successful that everything you release sells out in hours is a negative only when it comes to Meghan.
I do understand the frustration they can arise if people consistently can’t get your products, but people also when they realize that something tends to sell out shift their approach to be one of the people that get it. It doesn’t lessen the demand. Or do we not remember people camping outside for iPhones?
That’s what I don’t understand. People – especially women – are used to their size or preferred color being sold out. From Amazon to Saks to eBay. So, if you really want it – you wait.
I once contacted an Etsy seller to see if they could make a sold out item for me as I loved it so much. They happily agreed. You just get creative. And patient.
Four paragraphs of gibberish to say, “If Meghan’s wine sells out it will be bad, because I’m an expert and I said so.”
🎯
And I can’t imagine it helps him get clients: who pays for this kind of advice?
I imagine there will be a sell out and a demand from retailers to carry her wine on their shelves.. I want a bottle from her launch just to keep.
I plan to buy 2 bottles. I’m making salmon patties for the 4th and I think this will go perfect with it.
Oohhhhhh that sounds ANAZING. You should post on IG and tag them.
That guy is so funny, if it sells out she is a fraud, I guess most sellers would like to be a frauds.
I’m sure the wine will be delicious, I can’t wait. Depending on the price point, I’m good for 3 – 5 bottles. As for the British media, let them go kick rocks. Selling out of products, as a business person, isn’t a bad thing. I’m not going to say that Meghan is underestimating the “Meghan Effect”, because I don’t know how much she’s actually producing. However, I think she and her team should be well prepared for the demand for this wine.
I bet there’ll be a lot of reselling going on…to the UK 😂
I considered buying some stuff from the last drop to list on ebay.co.uk!
I’m going to try for 2 bottles and also hope the raspberry spread is restocked at the same time 🤞🏽
Does anyone know the drop time? I’m assuming 8am PST, like before?
Yep, 8am PST tomorrow and same hopes for the raspberry spread. I used the honey and apricot spread on a Costco french toast bagel this weekend and it was perfect.
I actually wonder about the logistics. Will the site send you to someone else’s site that will ask you to verify 21 and up? Are they shipping wine in the heat of summer? (Just ordered a case of red wine and they won’t ship until September.). My apricot jam hasn’t arrived yet but I’m hoping for rose that goes well with it for a brunch.
I haven’t gotten my order either. Not even a ship notice.
😢
It was so hot in the midwest and east coast US the last week or two, I wondered if that may have delayed shipment/delivery of the jam (sorry, spread) – I got the crepe mix right away.
However, I did two orders, one for the crepe mix, and then one for the spread. I’d sent As Ever an email last week because the way the original confirmations came through, it wasn’t clear they received the spread order. I put my orders in around 20-25 minutes in, so likely many purchases went through before me. Turns out, though, yes, they have my order!
FYI, this was the rest of their response:
“With the overwhelming response to this restock, our warehouse is carefully working through a high volume of shipments. Orders are being processed based on the specific items and quantities in each, which may affect the order in which they go out. You’ll receive tracking information the moment your order is on its way, so you’re able to follow all movement.”
Consider too, the way in which the orders are packaged probably also slows down the process of getting orders out the door.
I appreciate your detailed comment @windyriver. I took a screenshot of my order confirmation, but I haven’t yet received any emails from As Ever. I was getting nervous, but also didn’t want to add another email to the mix of things that they have to do while getting out the orders. I also wondered if the heat wave might impact the shipping — especially with the spread and with the wine. Your post of their response to you is reassuring.
I was getting nervous because others had gotten their products and mine hadn’t shipped yet, but then I got a shipping confirmation Thursday or Friday and its out for delivery today. So I think they’re just moving a tad slower than last time (although I don’t think its slow per se.)
@Blithe, it is good that you took a screenshot of your order confirmation (it is good practice and I always do, because – technology! 🙂 ). However, you should have received at least an e-mail confirmation of the order shortly afterwards, with the shipping information naturally to follow at a later date. This may be a silly suggestion, but have you checked your spam folder or whether your e-mail server has held back some/certain e-mails?
Thanks for the suggestions @Magdalena! I have been checking the spam folder — but have no idea if any emails are being held back for some reason. Now that people are starting to receive their apricot spread orders, I’ll plan to reach out to As Ever if I don’t get an email from them soon.
Mine has been stuck in Ohio for a week. I e-mailed them on Friday and they said to see if there’s any movement today (Monday). If not they’d look into it. I have had many things get lost in transit in Ohio.
Update – my order arrived, but the apricot spread was not included (even though it was supposed to be in the box according to the shipping confirmation and the packing slip.) I emailed them about it. I hope they have one they can ship me quickly or else I’m going to be peeved.
I got a notice on Thursday and the order tracking looks like it will arrive today.
I emailed them last week because I haven’t received my order or a shipping notice either (I only got the order confirmation) they replied to me in less than 15 minutes and explained that they are experiencing delays due to volume of orders. Bummed that the wait is so long but glad that they responded quickly. However, I do think an email should have been sent preemptively as opposed to having customers have to reach out to ask about when their orders will be shipped.
RE – validating age for wine purchases – we buy wine online from a vineyard in CA. the FedEx driver cards me at delivery.
Hey Amy,
Yeah sadly and happily the demand for Meghan’s products is probably more than any of them expected. They’ll have to expand rapidly which could impact the product. Great problem to have but also probably frustrating for them
I got an email saying I missed out on the jam this time but they’ll send me one free next times
Yes, I just got the same email, they can’t fulfill my order, when it’s back in stock, will receive it, free.
Ah well. For now, I did get the crepe mix. I don’t envy Meghan and the staff the steep learning curve they’re on! Must be absolutely crazy behind the scenes. It’s interesting to observe the obvious growing pains as they adjust to the incredible demand. It’s early days and I’m sure they’ll ultimately figure out supply, demand, restocking, etc. and reach some level of stability where it’s okay not to rush to order in the first 15 minutes, and they’re not so overwhelmed. With the launch of the rose, I doubt that day will be tomorrow though!
I do think they’re doing a good job from the customer service standpoint, appreciate the timely e-mail notification that there’s a problem.
Meghan ” I really hope my wine doesn’t sell so I won’t be a failure”. Don’t they understand how stupid they sound?
The British press is already calling her the Duchess of Fake so it doesn’t matter if her wine sells out. They’re so desperate for Meghan to fail it it’s not happening.
Comments claim that the apricot she is holding is fake because it doesn’t match the other ones in the tree.
It’s like they can’t get their heads round the fact that fruit or berries on a tree or bush don’t necessarily all ripen simultaneously 😂
Ah. Funny how not one of these supposed “experts” is prescient enough to actually go out on a limb and tell Meghan how much to sell to maintain credibility for As Ever. Since they clearly believe that they know what’s both too much and not enough, they should have the cojones to throw out some actual numbers. The cowards are afraid to acknowledge Meghan’s success — which, wonderfully, is exceedingly expectations.
At this point, if successive drops are appreciably larger, that’s good enough by me. I’m with @Susan Collins: As Ever should start with eleventy million — and work upwards from there. lol It’s also a good thing, I think, that — as with the honey — when products are genuinely limited editions, it’s made clear in the descriptions.
Relatedly: Has anyone tried their apricot spread yet? And, any guesses what “coming soon” might mean with the raspberry spread? I might set an alarm for the rose drop — just to see if there are any unexpected surprises released alongside the wine.
I agree. Somewhere between eleventy million and seventy two twenty million.
Also – Meghan is working with market and brand trackers and sellers to nail the number of inventory she should have. It’s not like she was like – no! I won’t have 200,000! I’m gonna start with 5. No. Not 5 thousand. Just. 5.
She’s working with experts. They just didn’t understand her universal appeal to literally everything. She drank out of a tea cup in a short video. The tea cup. The necklace. The shirt. The table. The items on the table. The earrings. The chairs. All sold out the second people were able to identify from screenshots of various angles on every single item. Followed by a wild and rapid amount of research.
I love this for her and I hope the love and interest in all things Meghan continues forever.
@Blithe, regarding the Apricot spread, I ordered one jar in the keepsake container at about 1 minute past 8am on the Friday morning, and I was so desperate to get it, that I sprang for the fast delivery option! I am so pleased I did, the perfectly wrapped package arrived on my doorstep first thing on the following Tuesday morning. I am ashamed to say that I ate the last of it this morning on my toast!!! I have been eating it by the spoonful. It is delicious!!! Not too sweet, but the taste of the fruit really comes through. I wrote to As Ever to say how tasty it is, and I got a lovely e-mail back with their thanks and good wishes. Their team is absolutely on the ball it seems, and for those who haven’t got their order yet, I am sure it will be on its way as soon as they can get to it. Go Meghan!!! Also, what sort of rube says if all your products sell out it means you’re a failure!!! Sounds like he might have gone to the Trump school of business. Make it make sense!
@antipodean: thank you for satisfying my curiosity with such a detailed description. The apricot spread really does sound wonderful! Nice to know that I won’t need to bother with bagels and croissants and such — as long as I have a spoon! Lol
I regret to report that I’ve been waiting patiently for my two jars of Apricot Spread to ship — patiently, but fruitlessly, as it turns out (yes, pun totally intended.)
I just got an email advising me that:
“Due to high demand, we are unable to fulfill your order of the apricot spread at this time. We are refunding your purchase of this item by the end of this week. In addition to the refund, we want you to know that when the apricot spread is back in stock, you will be the first to receive it, free of charge.”
I’m sad. 😭 Maybe I’ll have better luck next time…
That was a good pun. I got the same email. I am BUMMED. Super bummed. Sigh. But such is life. It seems like a lot of people got that email. Hopefully we will have better luck with the rose for those that are trying again.
@idles
I got the same email and I’m sad. I really wanted that jam. Haha but I’m happy I get a free one and I’ll use that money to buy rose if it doesn’t sell out in seconds.
I’m more dreading the tabloids reaction to this oversell of the jam. Oh boy.
I hope their 3rd drop they have above and beyond the inventory if they even can with short notice.
Also hope Meghan doesn’t feel terrible. She really wanted to have enough for everyone.
I haven’t had rose in so long I barely member what it tastes like. But I’m definitely going to try and get a bottle or two. I’m still patiently waiting for my apricot spread…has anyone tried it yet?
As a dedicated Sauvignon Blanc drinker, I can say that a dry rose is a delight and the color is especially appealing in the summer.
Here in BC, they make some amazing sparkling rosés, they’re perfect for a summer sipper.
We do not care. She IS going to sell out and the British media will pull out their hair and set themselves on fire in rages for weeks.
As long as I get my wine I do not care.
I think she may always sell out. We’re used to things always being available but smaller, local brands aren’t machines with never ending merchandise. If she wants to stick with local fruit and honey, she won’t have unlimited stock. I think that’s a good thing.
This Schiffer fellow and that Borokowski (?) PR “guru” who is always being quoted must surely be at the end of their careers to say such ridiculous nonsense, and to be quoted in British tabloids must do wonders for one’s reputation.
The rota are going to make this woman a multi billionaire. The irony! She would have always been successful, but this is global. Love this for them (and her). I look forward to seeing what she does next.
Sell the s**t out of the wine, Meghan!
I finished “With Love” this weekend and I’m a fan! Also inspired by her ease of elevating everyday things!!
I will be so ready to get this rosé. I wonder if it was her rosé she served to Alice Waters. If it does well, she’ll probably introduce more varietals.
I will say Santa Barbara County is a big one producing county too, it would have been cool to source more locally but whatever. I’d try the wine I like a nice dry rosé.
Have had really good wines from that area and Paso Robles but it could be that she likes that particular producer, Napa is more well known,and what they can make for AsEver. Of course where she lives is famous for Pinot Noir thanks to the movie Sideways, which was filmed in nearby Santa Ynez valley. Here’s hoping for that for the Fall.
Her hat is amazing, and I also want one (it’s pretty reasonably priced at just $105).
I may have to wait for the hat, but I’d like to sip an As Ever rosé in my yard in the meantime …
Again, I will buy the wine because Meghan is the opposite of fake — she’s been transparent about the fact that she’s new to stocking inventory and the other challenges of a new business … and I trust that she’ll get it right in time. She also has flawless taste.
Can wine be safely shipped in summer, though?
FYI – As ever has a lower case e
This tool must’ve been soooooo pleased with himself when he came up with “the royal Ponzi of pantry products.”
Don’t you know he was slobbering and shaking all over in anticipation of saying it out loud.
Absolute canoe.
I’ve been designing and producing for major retailers for 25 years, and the idea that Meghan is faking sellouts or manipulating the system to create artificial scarcity doesn’t hold up. Why? Because the goal of retail is to make money. No brand—especially one backed by serious investors like As Ever—would intentionally leave revenue on the table. If they’re concerned about overstocking, there are smarter solutions: waitlists, backorders, or pre-orders for high-demand items. As long as they know production capacity and delivery timelines before launch, they could increase revenue and avoid frustrating loyal fans who are eager to buy.
So Meghan outsourced to Netflix’s production. Why do I feel like they keep underestimating Meghan’s influence? There wasn’t enough jam this time versus honey last time. I feel like the wine will be gone quickly if it’s under $20.
I need the whole team to realize Meghan has tons of fans. I mean her brand page has 800k followers.
But it’s only the 2nd drop. They’ll figure out the sweet spot for their products.
It helps that their customer service is really great.
@Polo, I don’t agree with underestimating theory. Netflix is a huge company, they most definitely did cost and revenue analysis for the brand. Storing food products for a long term would be costly and maybe not preferable for them. They are not Nestle. Meghan is selling the products directly to the customer, so I think currently they are going for producing the right quantity for the estimated number of sales. The issue is, they can’t make a good estimation on demand because it changes. They said, they increased the production based on the first sale “visits” to the website, but the visitors increased on the second drop. They are gonna find a good number after a few drops, I guess.
@Mama Designs, what the tabloids say would only make sense if Meghan was planning to sell the brand. I think, Hailey Bieber was doing limited quantity sales to attract investors as a strategy and she sold it after a couple headlines of selling out success stories. It is a good strategy, but I don’t think Meghan wants to sell the brand. She talked about how she chose this because it brings her joy and she already has a big investor in Netflix, literally hundred billion dollars company, so I don’t think she is using limited quantity as a business strategy.
@sevenblue I didn’t realize it was based on website traffic. That makes sense then. Yeah she did say they are figuring out their numbers on the go. Either way I’ll be here ready to buy. And honestly the more the tabloids wrote about her brand the greater the more likely it is to gain a broader base.
It’s free publicity either way.
Actually on her podcast I feel like she alluded to eventually getting to a point to sell. I mean who would turn down hundred of millions if someone came along.
Speaking of selling out…I just got this email from As Ever:
“On behalf of the As ever customer service team, we want to thank you for your support and purchase on June 20th.
Due to high demand, we are unable to fulfill your order of the apricot spread at this time. We are refunding your purchase of this item by the end of this week. In addition to the refund, we want you to know that when the apricot spread is back in stock, you will be the first to receive it, free of charge.
Please let our customer service team (Info@AsEver.com) know if you have any questions, and thank you for your understanding.
The As ever Team ”
So sad right now! Something to look forward too though. And for free!
This is what Meghan was hoping against and it still happened. I imagine she feels terrible about this.
Ultimately growing at a steady pace is smart but I think as well all said they really underestimated “‘the Meghan effect.”