The launch of the Duchess of Sussex’s American Riviera Orchard brand has brought considerable attention to her signature “As Ever” rosé, prompting wine enthusiasts and casual consumers alike to question whether the product lives up to its celebrity pedigree. As with any famous personality’s venture into the food and beverage industry, the actual merit of the wine itself risks being overshadowed by the media frenzy surrounding its release.
Rosé wines occupy a unique position in the beverage market, often perceived as approachable warm-weather drinks that bridge the gap between white and red wine preferences. The “As Ever” bottling enters a crowded field of celebrity-associated alcohols, where quality can vary dramatically from genuinely impressive craft productions to mere vanity projects trading on famous names. Early reports suggest Meghan’s offering falls somewhere between these extremes – neither revolutionizing the category nor embarrassing itself.
Professional wine critics who have sampled the vintage note its pale salmon hue, characteristic of Provence-style rosés, with tasting notes highlighting strawberry, citrus zest, and a subtle floral aroma. The balance between acidity and fruitiness appears carefully calibrated for broad appeal rather than challenging the palate, suggesting the product was developed with mass-market drinkers in mind rather than oenophiles seeking complexity. At approximately $30 per bottle, it positions itself as a premium-but-not-luxury option, competing with established brands in the “better rosé” category.
The production specifics highlight the careful decisions that define this brand. The grapes, originating from vineyards in Santa Barbara County, take advantage of California’s optimal conditions for producing rosé — warm days tempered by ocean breezes that maintain essential acidity. The winemakers are esteemed experts with backgrounds at prominent wineries, reflecting a dedication to quality beyond just attaching a well-known label to mass-produced wine. Nonetheless, a few critics contend that the price is somewhat higher than the quality warrants, implying that buyers might be paying a small surcharge for the Meghan connection.
Market response has been predictably polarized. Supporters praise the wine’s drinkability and elegant packaging, while skeptics dismiss it as another celebrity cash grab. More neutral observers suggest it’s a perfectly competent, if unremarkable, rosé that would attract little commentary were it not for its famous backer. This dichotomy reflects the modern consumer landscape where famous figures can both elevate and undermine product perception simultaneously.
The business strategy behind American Riviera Orchard appears focused on building a lifestyle brand rather than just selling wine. The rosé serves as an entry point to what sources suggest will be a broader range of products, following a pattern established by successful celebrity ventures that begin with a signature food or drink item before expanding. This approach allows quality to improve over time as the brand establishes itself and invests more heavily in production.
For consumers deciding whether to purchase, several factors merit consideration. Those seeking an exceptional wine experience may find better values elsewhere, while fans of the Duchess or collectors of celebrity wines will likely appreciate the offering. As a gift or party conversation piece, it undoubtedly holds appeal. The more interesting question may be whether this represents the beginning of a serious wine venture or merely a celebrity endorsement – a distinction that only time and future vintages will clarify.
The “As Ever” rosé achieves precisely what it aimed for: an enjoyable, well-crafted wine with celebrity allure. It will meet the expectations of those with sensible anticipation, though it’s unlikely to change the minds of rosé doubters. In the dynamic landscape of celebrity drinks, it sits in the middle range – more credible than numerous other celebrity-linked liquors but not yet prominent as a must-experience wine beyond its well-known connection. As the brand evolves, upcoming editions may determine if this remains merely a celebrity-owned wine or the start of a truly esteemed wine label with a renowned founder.
