Meghan Markle’s “As Ever” Wine Launch Turns Into a Rosé Roast

When Meghan Markle rebranded her lifestyle label under the name As Ever and unveiled her first official entry into the alcohol industry—a Napa Valley rosé—she no doubt envisioned a glamorous launch. A sophisticated label, a sleek marketing rollout, and the cachet of being the Duchess-turned-entrepreneur were meant to position her alongside Gwyneth Paltrow’s Goop or Cameron Diaz’s Avaline. Instead, Meghan’s debut has stumbled into the pop culture equivalent of a vineyard fire sale, with critics, comedians, and even former fans mocking the launch as tone-deaf, uninspired, and emblematic of everything wrong with her post-royal brand strategy.

The collapse of As Ever isn’t just about wine. It’s about the unraveling of Meghan Markle’s image in the public consciousness. Once positioned as the rebellious duchess who dared to challenge the British monarchy, Meghan is now being dragged not by palace courtiers or tabloid editors, but by wine reviewers, TikTok sommeliers, and late-night comedians.

The John Stewart Takedown

The turning point came when Jon Stewart roasted Meghan’s wine on The Daily Show. His quip compared As Ever to “an inspirational quote in a cheap frame”—a line that immediately became a viral meme. Stewart wasn’t alone. TikTok users quickly followed with blind taste-test videos mocking the flavor. One reviewer poured it into a houseplant with the caption: “My succulents rejected it too.”

The problem wasn’t just that Stewart made a joke; it was that the joke resonated. It tapped into a collective realization: Meghan’s product wasn’t being taken seriously, and neither was her brand. As one media analyst noted, “Jon Stewart didn’t destroy the wine. He just popped the cork on what everyone already suspected—it was all optics, no substance.”

A Product Without a Market

Behind the laughter lies a very real logistical disaster. Distribution partners were promised that Meghan’s celebrity status would guarantee high demand. Instead, shelves are full and bottles aren’t moving. Reports suggest some stores have slashed prices by 70% just to clear inventory. Others quietly hide the bottles behind more popular labels to avoid awkward conversations.

Customer reviews have been brutal. “Tastes like Meghan Markle’s podcast,” one buyer wrote. “Starts off promising, but halfway through you’re wondering what you’re even doing here.” Another quipped that it was “more bitter than a tabloid feud.”

This isn’t just bad PR—it’s brand death. Once a product becomes the butt of a joke, it rarely recovers.

Optics Over Authenticity

Industry insiders argue the downfall of As Ever was inevitable. Unlike Gwyneth Paltrow’s Goop, which—despite constant ridicule—has cultivated a loyal customer base, Meghan’s ventures feel more like shallow cash grabs. “If your entire brand is built around authenticity and empowerment,” one marketing executive explained, “you can’t turn around and sell generic wine under a velvet filter. People see through that now.”

And they do. Consumers aren’t dumb. They can sniff out when they’re being sold a story instead of substance. Meghan’s “Pinterest board with a cork” simply failed to resonate beyond the glossy packaging.

Silence From Hollywood

Perhaps most telling has been the reaction—or lack thereof—from Meghan’s allies in Hollywood. Oprah, Reese Witherspoon, Mindy Kaling, and other figures who once supported her have stayed conspicuously quiet. Even Jessica Mulroney, who promotes nearly anything, didn’t give a swipe-up link. That kind of silence speaks volumes.

Meanwhile, major outlets that usually give Meghan the benefit of the doubt have largely ignored the launch. Vogue didn’t cover it. Vanity Fair ran only a snarky side piece. Page Six dubbed it the “Rosé Wreck of 2025.”

When the American press stops playing softball, it signals a shift: Meghan is no longer untouchable.

A Fan Base Erodes

What may sting most for Team Sussex is the erosion of Meghan’s own fan base. Reddit threads once filled with fierce defenders now brim with disappointment. “I wanted to believe in this,” one supporter wrote. “But this just feels like another shallow cash grab. We supported her because we thought she was different. Turns out she’s just another influencer with a title.”

Once your loyal fans start calling you a sellout, it’s game over. That erosion of trust doesn’t get fixed with a new Instagram post or a carefully staged interview. It takes years to rebuild—and Meghan doesn’t have years in an attention economy that moves at TikTok speed.

The Desperation Behind “As Ever”

Even the branding of As Ever has been criticized. The name was supposed to evoke timelessness, elegance, and nostalgia. Instead, critics argue it signals desperation disguised as class. “It sounds like the closing of a letter,” one commentator observed. “Final, fading, already part of the past.” Ironically, that description now applies perfectly to the brand’s trajectory.

The soft-pastel website, complete with slow-motion vineyard footage, has already gone silent. Comments were disabled from the start, newsletter signups are now closed, and the contact form redirects to a vague “We’ll be back soon” page. Meanwhile, the customer support inbox is reportedly flooded with refund requests—not for faulty bottles, but from buyers who feel duped.

Rumors of Legal Action

Adding another layer of drama, rumors suggest Meghan is considering legal action—possibly even against Jon Stewart himself. Insiders claim she feels the brand was intentionally sabotaged, framing the backlash as part of a coordinated effort to “destroy a woman-led business.” But as critics point out, no one destroyed As Ever for her. The product and strategy collapsed under their own weight.

“You can’t wrap subpar content in silk and call it luxury,” one analyst remarked. “Not anymore. Consumers are savvier. They can smell spin a mile away.”

Harry’s Role

As for Prince Harry, insiders say he was supportive of the launch but skeptical about timing. Translation: he knew it would backfire but didn’t have the energy to stop it. Rumors suggest growing tension behind closed doors, with Harry seeking projects of “substance” while Meghan chases aesthetic-driven ventures that keep flopping.

The couple’s track record doesn’t inspire confidence: their Netflix docuseries fizzled, their Spotify deal collapsed with a $20 million sigh, and now As Ever has joined the ranks of failed celebrity brands.

From Underdog Princess to Punchline

The irony is brutal. Meghan built her reputation as the wronged duchess, a woman silenced by the palace yet determined to carve her own path. That underdog narrative earned her sympathy and attention. But in the years since, she’s leaned so heavily on victimhood and branding that the public no longer buys it.

She wanted to be the voice of compassion and empowerment. Now she’s the face of $29 wine that tastes, as one reviewer put it, “like diluted grapefruit cleanser.”

The Meme Effect

The final nail in the coffin may be the internet’s meme cycle. Once a product becomes a joke, it rarely climbs back. As Ever has already been dubbed the “Fyre Festival of wine.” TikTok reenactments, parody tastings, and even Upper East Side wine shops turning bottles into cautionary window displays ensure the ridicule will outlast the product itself.

And unlike past controversies, there’s no palace to blame. No “invisible institution” to scapegoat. Just Meghan, a bottle of rosé, and a brand identity cracking under the weight of its own contradictions.

What’s Next?

So what now for Meghan Markle? Another rebrand? A pivot into skincare? A memoir about the trauma of rosé criticism? The Meghan Markle playbook has become painfully predictable: launch, hype, backlash, victim narrative, fade out, repeat.

But this time, the cycle may not reset. People aren’t just tired—they’re done. The illusion has cracked, and once consumers decide a brand is more costume than content, it’s nearly impossible to claw back credibility.

Jon Stewart’s joke may have lit the match, but the truth is the vineyard was already dry. Meghan’s empire wasn’t built on innovation—it was built on illusion. And now, with As Ever reduced to clearance-bin rosé and a digital punchline, the illusion has been exposed for what it is: thin, bland, and utterly unpalatable.

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