Meghan Markle has officially renamed and launched her lifestyle brand, ‘As Ever.’ The Duchess of Sussex originally soft-launched the brand as ‘American Riviera Orchard’ in 2024.
Since its official launch in April 2025, Meghan has been adding new products (including wine, see below) in seasonal drops.
However, in August 2025, following the second drop of wine, the team hinted that the products may be making their way Down Under. And with the news that Prince Harry and Meghan may be visiting Australia in 2026, it adds more fuel to that theory.
Read on for more info on the brand, the news that it may be coming, and what is in the latest seasonal drop.
What is As Ever?
As Ever is Meghan Markle, the Duchess of Sussex’s lifestyle brand. As aforementioned, the brand was originally called “American Riviera Orchard”
On Instagram, Meghan explained that her Netflix series With Love, Meghan was part of the reason why she changed the name.
“Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighbourhood; it’s a nickname for Santa Barbara. But it limited me to things that were just manufactured and grown in this area,” she said in a candid video.
“Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever,” she continued.
The official website describes the brand as:
“Created by Meghan, Duchess of Sussex, As Ever welcomes you to a collection of products, each inspired by her long-lasting love of cooking, entertaining, and hostessing with ease.
“This curated collection has been crafted to elevate your every day and inspire moments of joy.”
What does As Ever mean?
Meghan used the caption of her video, mentioned above, to share the meaning behind As Ever.
“‘As ever’ means ‘as it’s always been’ or some even say ‘in the same way as always’. If you’ve followed along since my days of creating The Tig, you’ll know this couldn’t be truer for me. This new chapter is an extension of what has always been my love language, beautifully weaving together everything I cherish — food, gardening, entertaining, thoughtful living, and finding joy in the everyday,” she wrote.
When did As Ever launch?
As Ever officially launched on Wednesday, April 2 2025. On its first day, the line of products completely sold out in under an hour.
“Our shelves may be empty, but my heart is full!,” the Duchess of Sussex wrote in an Instagram post. “We sold out in less than one hour, and I can’t thank you enough…for celebrating, purchasing, sharing, and believing. It’s just the start @aseverofficial 🎉 Here we go!”
What products does Meghan Markle’s As Ever sell?
Each seasonal drop varies. However, As Ever offers a collection of herbal teas (lemon ginger, peppermint and hibiscus), crepe mix, shortbread butter cookie mix with flower sprinkles, limited-edition wildflower honey with honeycomb and raspberry jam.
In an Instagram post, the As Ever brand shared that there are “limited quantities for each seasonal drop.” As it’s coming to the end of spring and the start of summer in the northern hemisphere, the products have a clear summery theme with berries being a major focus.
When is the next seasonal drop?
So far in 2025, we’ve just had the spring seasonal drop of As Ever. However, on June 18, 2025, the brand shared a post to its Instagram page featuring the Duchess of Sussex walking on a bridge dressed in a white shirt, black shorts and black Wellingtons carrying a basket. The post was captioned: “
How sweet it is to be loved by you 🎶We love hearing all of your excitement for this week’s seasonal drop! Three more sleeps…”
The caption indicates that the next drop is at 8am on 20 June 20 PT (Pacific Time). This converts to 1am on 21 June AEST.
The next drop includes “sweet things” according to another post. It continued, “we’re bringing back your favorites, plus some delicious surprises you won’t want to miss.” So expect jams, honey, raspberries and flowers!
What was in the summer seasonal drop?
On 21 June (Australia time), the summer drop dropped! As expected, there were lots of sweet treats and other goodies. Those included flower sprinkles, herbal teas, orange blossom honey, apricot spread, crepe mix, and shortbread cookie mix (with flower sprinkles).
Like the first seasonal drop, it too sold out on its first day of sale! However, on the website, there is an option to join the waitlist for a raspberry spread. Plus, in a second post, the brand shared that it will soon be launching a wine:
“Cheers, dears! Wishing you a wonderful weekend! You’ve certainly made ours wonderful. We sold out…again! Sign up to be the first to order our debut As ever Napa Valley Rosé July 1st at 8 a.m. PT.” Which is 2 July at 1.00 am AEST.
What was in the autumn seasonal drop?
Well, we blasted past autumn, and the next seasonal drop was the 2025 Holiday Collection. It makes sense as Thanksgiving and Christmas are massive holidays in the United States, where the Duchess is based.
“Gifts for giving and gathering, thoughtfully curated to elevate every occasion.” Honey and apricot spreads, candles, honey duos, and wine! One of the As Ever products, the Signature Fruit Spread Gift Box, was featured on Oprah’s favourite things.
What is Meghan Markle’s wine brand?
As mentioned above, the wine label is part of Meghan’s As Ever brand. So far, the wine label includes a 2024 Napa Valley rosé, a 2024 Marlborough Sauvignon Blanc and a 2021 Vintage Napa Valley Brut.
The tasting notes on the As Ever website state that the rosé is “A delicately balanced rosé with soft notes of stone fruit, gentle minerality, and a lasting finish.” A Provençal style wine which is pale in colour and crisp, not sweet. The sauv blanc is “bright, elegant with citrus notes, fine minerality, and a softly textured finish.”
And the Vintage Brut is crafted from pinot noir and chardonnay grapes in the traditional Champagne method. You can purchase the sparkling wine in a wooden crate, and if you would like the set, there’s also an option for a wooden gift crate with the trio of wines.
The As Ever brand has a dedicated website to Meghan’s new wine label, which indicates that if it’s successful, the Duchess of Sussex could have a whole new business under her belt.
Is As Ever available in Australia?
Unfortunately, As Ever does not ship its products to Australia, New Zealand, Canada or the United Kingdom. At least…for now.
One of the reasons Meghan cited for changing the name was that “American Orchard Riviera” limited the products to those grown in the area. By changing the name, it opened up the possibility for products be sourced from all over the world. And indeed, the wine label now includes a New Zealand wine.
After sharing some videos of their custories of customers opening up their As Ever deliveries, the As Ever Instagram account wrote on a post of a shadow of Meghan holding a glass of wine: “Oh, we see you too! Australia, UK, Canada – love to see how you’re finding a way to get your As ever products. You have good taste…and good friends”
It’s interesting that the account would post this, as As Ever is currently not officially available in Australia, the UK, and Canada. However, trademark applications have been filed.
According to IP specialists, James and Wells: “In Australia and New Zealand, 2022 TRADEMARKS LLC has filed applications for the AS EVER Marks and Logo Marks. The Australian applications are accepted, but in the opposition period, while the New Zealand applications are under examination.”
It goes on to say that: “The AS EVER Marks applied for cover a total of 30 classes of extremely varied goods and services, including alcoholic beverages, meditation cushions, wallpaper, matchboxes, sand (for decorative purposes), trellises, hospitality services, gardening tools and furniture. It appears AS EVER has big plans for what it may sell.”
Furthermore, an astrologist friend of Meghan and Harry’s let it slip that the couple were thinking of visiting Australia in 2026. She shared a letter from Meghan stating they would visit her in Australia. Read that full story here.
So it could just be a matter of time before the As Ever brand drops Down Under!
