Meghan Markle has broken her silence days after reports emerged that she and Prince Harry have returned to the UK, but her first apparent response came in an unexpected place.
Rather than turning to her personal Instagram account, the Duchess of Sussex used the page for her lifestyle brand, As Ever, to make a new announcement.
Meghan’s Latest Update Is All About Wine
Meghan’s post centered on a new addition to As Ever’s growing collection: a Reserve Brut sparkling wine. According to the brand’s Instagram announcement, the sparkling wine was crafted using the traditional Méthode Champenoise and sourced from Napa Valley.
As Ever presented the wine as being made for “gathering, toasting, and savoring life’s beautiful moments.” The Reserve Brut was announced for release September 3 through Wine.AsEver.com.
As Ever Reserve Brut sparkling wine is pictured chilling in an ice bucket, featuring the lifestyle brand’s signature label and Napa Valley designation. | Source: Instagram/aseverofficial
The launch fits the direction Meghan has been taking As Ever since the brand was introduced in 2025, with the company gradually expanding from its initial food offerings into wine and other lifestyle products. But the latest release also has a longer history than the announcement itself suggests.
How Meghan Turned As Ever Into Her Lifestyle Brand
Meghan launched As Ever in 2025 after moving away from the American Riviera Orchard name. In February, Meghan introduced the As Ever name, explaining that she had secured the name in 2022 and that it allowed her to build a business around the interests she had cultivated since her days with The Tig.
She explained that American Riviera Orchard had initially seemed like a natural fit because it referenced Santa Barbara, but she eventually realized that the name limited the business to products manufactured and grown in that area.
Netflix then became involved not only as a partner on her series but also as a partner in her business, a development Meghan described as huge.