In a video shared on Instagram Stories during the restock, Meghan reflected on the overwhelming response to the brand’s launch: “We spent so much time making sure we had so much more inventory… and you guys are doing it again. We’re nearly sold out on everything, and I can’t believe it.”

More than just a celebrity label, As Ever has been positioned by Meghan as a reflection of her own values — from thoughtful rituals to everyday elegance. And despite public fascination with her style and influence, Meghan is clear about her role.

“I see myself as an entrepreneur and a female founder,” she told PEOPLE earlier this year. “And if the brand ends up influential, then that’s great.”

A Toast to Everyday Moments

In keeping with that vision, the rosé’s launch copy celebrates life’s quieter joys: “Designed for summer’s best moments – from lunches that turn into dinners, to weekends filled with laughter louder than the music,” it reads. The messaging isn’t just about wine — it’s about presence, connection, and savoring the simple things.

That same energy shows up in Meghan’s home life, too. She’s previously shared that she and Prince Harry often wind down with a casual “nightcap recap” — their way of connecting at the end of the day, often while preparing lunches for Prince Archie, 6, and Princess Lilibet, 4.

“I hope that when they’re older, they’ll feel proud they were part of this from the beginning,” Meghan reflected earlier this year. The launch of As Ever’s rosé, in many ways, is about more than the drink — it’s a quiet statement of purpose, family, and identity.