Meghan Markle's lifestyle brand, As Ever, has steadily grown from a soft launch into a full-fledged label blending elegance with everyday charm. From jams to flower sprinkles, each release has carried her signature warmth and vision. But it is her latest offering, a bottle of rosé, that has truly captured attention. With the sophomore wine drop launched to coincide with her 44th birthday, Markle did not just sell a product; she also created a lasting legacy. She solved a key fan frustration in a way that feels both personal and clever.

Meghan Markle appears to have cracked the code to keep fans happy. But how?

Meghan Markle’s latest wine drop has stayed on the shelves longer than any of her previous launches, and that might be the clever marketing move fans did not see coming. The 2024 vintage of her As Ever rosé went on sale on Tuesday, August 5, at 3 PM ET and was still available 12 hours later, marking a stark contrast to past product drops that sold out in minutes. After months of alleged manufactured scarcity stirred hype and frustration, this shift suggests Markle may be intentionally dialing down the frenzy, and buyers cannot get enough of it.

Experts, notably, had warned that lightning-fast sellouts, while creating buzz, risk damaging any business’s long-term trust. Some even called the tactic a catastrophic credibility issue. Meghan Markle herself acknowledged the downside of logging on to find empty shelves when she takes on the role of a shopper. By making her new rosé available longer this time around, she appears to be hinting at resetting expectations, making As Ever feel more accessible than exclusive. Meanwhile, Markle is celebrating her special day alongside her follow-up wine drop is also a moment worth noting.

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Meghan Markle rang in her 44th with a toast, a photo and a heartfelt caption. 

Meghan Markle, who keeps her activity on Instagram limited, save for sharing As Ever-related stories now and then, returned to the platform yesterday to share a rare glimpse of her birthday celebration. Marking her first upload in a month, the Suits alum posted a photo of herself blowing out candles on a cake adorned with yellow hibiscus flowers, dressed in a shimmering Valentino mini dress she previously wore in 2021. Captioning the post with gratitude, Meghan Markle thanked her husband, Prince Harry, with whom she is rumored to be professionally parting ways soon, her loved ones, and even fans she has never met, for making her special day feel more special.

Meghan Markle also gave a heartfelt shoutout to Funke, a Beverly Hills restaurant, divulging that her birthday dinner there was one of the top five meals of her life. She also acknowledged birthday wishes from her friends Abigail Spencer, Tracy Robbins, and Kelly McKee Zajfen. As Ever, which witnessed the aforementioned marketing shift, also joined in the celebrations, posting a glowing birthday tribute to its founder and face.

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What are your thoughts on Meghan Markle’s rosé lasting on the shelves this time around? Let us know in the comments.