Meghan Markle’s lifestyle brand has been selling out in minutes because she is taking time to increase stock without sacrificing quality, a source told Newsweek.
As Ever is already producing products, including jams, flower sprinkles, and tea, at a “significant scale,” and the same will apply to her first wine, a Napa Valley rosé, to be launched on July 1.
Meghan’s first product run sold out in minutes in April, and she recently said on the Aspire with Emma Grede podcast that another instant sell-out would be frustrating to customers ahead of the second run in June.
The company’s online shop was then inundated with half a million page views in the week it launched the second batch of products, and completely sold out again.
Meghan Markle/Instagram
Meghan Markle’s As Ever Supply Chain
A source told Newsweek that Meghan was determined not to sacrifice quality and taste, which has meant it has taken time to increase supply.
“The supply chain is constantly changing as the business is growing, as is very normal for any business that’s trying to scale,” they said.
“The critical thing is maintaining the quality of the product, and sure, you can just go to any bottling plant and anyone who is growing raspberries anywhere in the country and get it done really quickly.
“The reason it’s taking time is because there’s been absolutely no compromise on the quality, and the ingredients, and the flavor.
“The rate at which the product seems to sell out regardless of the scale and the numbers its proving very difficult but that’s a great problem to have.”
Claims on social media that Meghan has deliberately limited the quantities to ensure a sell-out run are “just complete nonsense,” the source told Newsweek. “We’re talking significant scale.”
Meghan Markle’s Tea Supplier
Last week, the British press accused Meghan’s brand of hiking prices after it was revealed that the company The Republic of Tea supplied her teas. The Republic of Tea sells its own line for less than half the price of Meghan’s.
A source told Newsweek that As Ever’s hibiscus tea was a different blend and also had more expensive packaging.
“The hibiscus tea that they sell and the hibiscus tea that she sells, sourced from them, is different. It’s a different blend. Her tea is an entirely unique, bespoke blend,” they said.
“If you look at the way it is packaged up, there are lots of differences. The packaging and the production that As Ever uses is more expensive than the stuff Tea Republic uses.”
As Ever sells three types of tea for $12 each: Lemon Ginger, Hibiscus, and Peppermint. Each set includes 12 tea bags in a metal tin.
The Republic of Tea charges $14.50 for 36 bags of hibiscus tea in a metal tin.
Meghan Markle’s As Ever Rosé Wine
Newsweek has been told the duchess sourced her first wine using grapes from the vineyards of Fairwinds Estate. The Napa Valley rosé is bottled at the Kunde Family Winery in California.
Meghan was particularly eager to support Fairwinds because it was one of the vineyards ravaged by wildfires in the region five years ago.
“In 2020, there were the massive, massive fires that ripped through Napa Valley,” the source told Newsweek. “Fairwinds was one of those vineyards, and they’re still feeling the effects today.
“It caused over $15 million worth of damage and the duchess and the duke have both contributed significantly to businesses that have been impacted and affected.”
The wine launches on Tuesday, July 1, and the As Ever team predicts demand will be high again.
“This is her first foray, but I’m sure there will be the naysayers and the usual suspects out there who will claim that she’s only bottled 50 bottles,” the source told Newsweek. “That is definitely not the case.”
“It’s an entirely bespoke, entirely unique, curated blend. She spent months and months and months testing and tasting and letting her friends do testing and tasting and sampling, giving notes back. She’s put a lot of love and care into it,” they said.
Jack Royston is chief royal correspondent for Newsweek, based in London. You can find him on Twitter at @jack_royston and read his stories on Newsweek‘s The Royals Facebook page.
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