Meghan went as far as to suggest that ‘a scarcity mentality at the beginning might be a hook for people,’ comparing sell-out products to ‘a sneaker drop’. However, she emphasised that in terms of long-term customer experience, it’s not ideal. ‘I don’t want you to eat that jam once every six months. I want that to be on your shelf all the time,’ she said. In an interview with business magazine Fast Company in May, Meghan hinted that while she might restock the As Ever website soon, any new launches would be months away – in the first quarter of 2026, at least.
The Duchess has certainly kept fans on their toes, however: just days weeks later, she made a swift U-turn, announcing on Instagram that the brand’s products would be replenished, alongside new launches. ‘To all who’ve been wondering and waiting, thank you!’ she wrote. ‘Your favourites are returning, plus a few NEW things we can’t wait to show you. Coming this month… get excited!’ The rosé is the latest in that line of new products, and it seems that Meghan’s fans just can’t get enough.