Various and sometimes contradictory reports have emerged about the full restock of Meghan Markle’s As Ever brand including her gourmet jam, herbal teas and culinary delights like delicate flower sprinkles and jars of wildlfower honey complete with golden and glimmering nuggets of sweet honeycomb.
Many of Meghan’s fans are anxiously awaiting the restock after her line sold out in under an hour during the initial drop in early April 2025.
While the duchess has recently said she wants to step back and put the brand on “pause” — she continues to share social media posts teasing new releases and restocks. So, what’s the latest speculation on the lifestyle company and its future?
Along with bringing back popular inventory, As Ever is reportedly ready to start selling wine and spirits.
Per a story featured in the DailyMail on June 7th, the brand will be expanding with libations in the foreseeable future. The article says, “Meghan is about to launch a series of new products as part of her As Ever line – including rosé wine.”
The article claims the duchess will be launching her new blush vino in three weeks (around the beginning of July 2025).
According to the article, “The rosé will be sourced from grapes grown in California, close to the Sussexes’ Montecito mansion.”
Meghan herself has hinted that she wants the brand to move in the direction of hospitality. On June 8th, The Sun published a story that Meghan has trademarked various hospitality services under the As Ever umbrella.
The story claims Meghan will add hotels and restaurants to her ever growing lifestyle empire.
New luxury hotels and fine dining might be part of her plan to feature her food and home decor products in a more tangible and visible way. By presenting the public with As Ever food options at a local dining establishment or showcasing her teas at a coffee shop, Meghan can expand public interest and increase public perception of the brand.
American interior designer and lifestyle guru Joanna Gaines owns Magnolia Table restaurant in Waco, Texas; the popular eatery has an on-site market and souvenir shop with Magnolia home decor, furnishings, kitchenware and artwork available to purchase. Perhaps, Meghan will expand her company into a similar multi-faceted business?
According to The Sun report, the new trademark covers services like accommodation, temporary lodging, and the “provision of food and drink.”
While no updates or news has been published on the As Ever website, Meghan continues to engage followers with ‘stay tuned’ messages on Instagram. In addition, a sign-up is available up for special invitations and sneak peeks on the company website.
The duchess has also made mention that her team are working to debut new products and restock old favorites. Saying in a recent post on As Ever on May 12th, “We’ve been quietly crafting something special…Stay Close — we’re looking forward to sharing it with you.”
The duchess has highlighted the fact that limited quantities of items will be available during each seasonal release. Thus, it’s possible she’s planning to sell different products depending on the time of year (this strategy may be advantageous as seasonal fruit and produce are needed to create some of the As Ever preserves).
In addition, the DailyMail reports Meghan’s wine will be one of many new offerings expected to debut soon.
According to the publication, “The rosé wine is only the first product in what Meghan and Netflix hope will be a substantial alcohol range, which will include ready-made cocktails and luxury items like flower-infused gin.”
The upcoming As Ever collection is expected to include more jam flavors like strawberry (the first release featured raspberry).
The article also suggests that Meghan is exploring developing lemon curd and English breakfast items.
