Meghan to release rosé wine under As Ever brand
The Duchess of Sussex will follow a long line of celebrities into the wine industry as she announced plans to launch her own rosé.
Announcing a new range of products for her brand As Ever, Meghan released details of a new blush wine from Napa Valley, which will go on sale to customers in the US on July 1.
With a 2023 label, the promotional shot shows a bottle of rosé on a table by a swimming pool. It is pictured on a white tablecloth next to two glasses of wine and some apricots.
The accompanying promotional material says: 'With soft notes of stone fruit, gentle minerality and a lasting finish, this bespoke blend is launching just in time for summer entertaining.'
While the price has not yet been revealed, Meghan's team indicated that more details will be 'shared in the coming days'.
She will no doubt be hoping to replicate the roaring success of other celebrity rosé brands, which include wines by Cameron Diaz, Kylie Minogue, Sarah Jessica Parker, John Malkovich, Francis Ford Coppola, Drew Barrymore, Sting, Jon Bon Jovi, Gary Barlow, Sir Ian Botham and Snoop Dogg.
• Six refreshing rosé wines for summer
Brad Pitt and Angelina Jolie bought Château Miraval in Provence in 2008 after holidaying on the estate. Since their divorce, Pitt still collaborates with the Perrin family to produce Miraval rosé wine.
Andrew Bayley, Famille Perrin UK general manager, said: 'Miraval was one of the first Provence rosés that led the charge, along with Whispering Angel, in terms of driving the premium rosé category.'
He put the rising appeal of rosé in the UK down to the fact that 'it looks great, it's instagrammable, it looks frivolous, it's celebratory, it's sunshine, and it breaks with the tradition of wine'. He added: 'The social media generation doesn't necessarily want to look into the depths of the tasting notes, it's much more about an image, and rosé in general feeds into that.'
Meghan has often spoken about her love of wine and even named her now defunct blog The Tig after her favourite Italian red, Tignanello.
Will Lyons, wine columnist for The Sunday Times, said: 'Good for Meghan, who is following in the line of a great many royal imbibers from the late Queen Mother to our present Queen. I'm absolutely delighted that the Duchess of Sussex has discovered the joy of a glass or two of wine and as we fire the starting pistol on summer I can't think of a better way to open proceedings than with a glass of cool, crisp, salmon pink rosé. In moderation, wine is a stimulant to conversation, conviviality and completes any meal.
'Can Meghan pull this off? Many have tried. But the truth is celebrity wines tend to sell. One only has to look at the success of Kylie's rosé which has sold more than 4 million bottles. Although this does rather pale into insignificance if you look at the success of Ryan Reynolds's Aviation gin or George Clooney's tequila brand. But if the Duchess of Sussex can help attract a new audience to the delights of wine I'll raise a glass to that.'
As well as Meghan's wine range, she will release a new apricot spread priced at $9 a jar, or $14 if bought with 'Keepsake' packaging, and a limited edition orange blossom honey costing $28.
• Meghan's As Ever raspberry jam — tried and tasted
From today, the As Ever, Meghan brand will also restock several products which had previously sold out on the site: Herbal Hibiscus Tea for $12, Herbal Lemon Ginger Tea $12, Herbal Peppermint Tea $12, Flower sprinkles $15, Crepe Baking Mix $14 and Shortbread Cookie Mix $14.
The product range was released to coincide with her Netflix programme With Love, Meghan, in which the duchess presents tips on cooking and entertaining.
• Francis Ford Coppola, Francis Ford Coppola Winery, Inglenook, Napa, California• Pink, Two Wolves, Santa Barbara County's Santa Ynez Valley• John Malkovich, Les Quelles de la Coste, Luberon, France• Sting, Tenuta Il Palagio, Tuscany, Italy• Cliff Richard, Vida Nova, Algarve, Portugal• Jon Bon Jovi, Hampton Water made in collaboration with Jon and Jesse Bon Jovi and Gérard Bertrand, France• Drew Barrymore, Barrymore Wines, California• Kyle Machalan, Pursued by Bear, Colombia Valley, Washington State• Cameron Diaz, Aveline• Ernie Els, Ernie Els Wines, Stellenbosh, South Africa• Ian Botham, Botham Wines, Australia and New Zealand• Wayne Gretzky, Wayne Gretzky Estates, Canada• Jarno Trulli, Podere Castorani, Abruzzo, Italy
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The rose, described as having 'soft notes of stone fruit, gentle minerality, and a lasting finish', on her As Ever website, will be available to buy next month. The new range of food items that went on sale on Friday included a 'limited edition orange blossom honey' at a cost of 28 dollars (£20). Also available were an apricot spread in 'keepsake packaging', and a crepe mix, both £10 each, flower sprinkles for £11 and a range of different herbal teas at £9 for a box of 12 sachets. The new range went on sale at 4pm UK time, and had all sold out by just before 8pm. Meanwhile, a message on the homepage of the As Ever site read: 'Our debut Napa Valley rose is launching just in time for summer entertaining. 'With soft notes of stone fruit, gentle minerality, and a lasting finish, this bespoke blend is launching just in time for summer entertaining, and will be available for purchase on July 1st.' In an Instagram post at the same time as the new products went live, the California-based duchess wrote: 'Yummies, and honeys, and fruit spreads, oh my!' Meghan had promised some 'delicious surprises' as she teased, earlier this week, that she would be offering some new products on the site. She previously said the original April launch had been 'absolutely extraordinary'. But she also spoke of her fear that she annoyed customers when the first batch of her jam and herbal teas sold out in less than an hour. She said wanted to wait until it is 'completely stable and we have everything we need'. In the run-up to her re-stock, Meghan shared a photo of jam-making preparations including bowls of strawberries, raspberries and blueberries, and freshly squeezed lemons, on her Instagram stories, writing: ''June gloom?' Not over here! Because this month your favourite products are back.' Her official As Ever account also posted: 'To all who've been wondering and waiting, thank you! 'Your favourites are returning, plus a few NEW things we can't wait to show you. Coming this month … get excited!'
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