In Depth: Where is Meghan Markle's As Ever Napa Valley Rosé Wine production capacity coming from?

The vintage As Ever 2024 Napa Valley Rosé is still available more than 6 days after the restock on the wine.asever.com website. The significant increase in the wine production capacity, has enabled the availability to last longer than the one hour it took on the 1st of July 2025. When there was obvious caution on the stock level for the launch which is a common issue with startup companies. However there are questions being asked as to how As Ever is capable of sustaining the availability of the rosé to maintain the flow of organic website traffic.

When it launched on the 1st of July 2025, the first release of the vintage 2023 As Ever Napa Valley Rosé, the data analysis of the wine.asever.com website traffic revealed they could have sold nearly 30,000 bottles of rosé. Equivalent to a cautionary 5,000 orders and a monetary value of around $790,000 with a possibility of $1 million in sales on the day.

The female founder started by opening herself a rosé marked bottle #1 of the vintage 2024 Napa Valley Rosé soon after a glimpse of the production line was posted on the As Ever @aseverofficial Instagram. A hint that As Ever has started to better prepare for their wine production startup company issues.

It has been reported that the rosé has been produced by the Fairwinds Estate Winery whose bottling plant located at the Kunde Family Winery can produce 90 bottles per minute or 2000 cases a day at full capacity. With an estimated annual production of up to 40,000 cases.

Using the same methodology of the 1st of July and the analysis of the As Ever Wine website traffic during the days after the 5th of August 2025, it is estimated they could have sold so far in excess of 120,000 bottles of rosé.

Estimated daily US organic search website traffic to the asever.com website is at least 74K around the 24 hours after the 5th of August 2025. It is known that there is what is called a display on the asever.com website to redirect traffic to wine.asever.com. It is not assumed in the methodology that the full 74K traffic is redirect. This website traffic analysis also seems to indicate that there may already have been more than 1.5 million visits to the asever.com website in the month of July 2025 alone. And specifically for the six days after the 5th of August 2025, there were at least 500K organic search website visits. The methodology only focuses on the US organic website traffic which is believed to be between 250K - 300K website visits for that period.

The product release profile was similar to that at launch on the 1st of July in that the rosé was sold in sets of three, six and cases of twelve bottles. The methodology assumes a stock level ratio of 2:2:1 in that order of rosé sets.

A cautionary 20,000 in total orders sold is assumed from the estimated US organic search website traffic going to wine.asever.com yielding a monetary value of between $3.5 - $4 million in sales. This is still less than 10 percent of what is believed to be the organic traffic which went through to the wine.asever.com website in the six days after the 5th of August 2025. For the two rosé drops so far, it is estimated they would have made nearly between $4.5 - $5 million in sales. This is a significant improvement of the startup company's balance sheet.

There is however a different scenario which is emerging. If the level of engagement from visitors of the As Ever Wine website is higher than the 20,000 and the 5,000 of the 1st of July, then these figures could prove to be very modest. A possible scenario could be that As Ever Wine could have received up to 40,000 orders in the six days since the 5th of August 2025. A monetary value of between $7 - $8 million. That will still be less than 15 percent of what is believed to be the US organic search website traffic which went through the asever.com website the six days after the 5th of August 2025.

Can As Ever manage the demand? And could they have better prepared for it? As the rosé is still available to buy, these questions are being asked. The Kunde Family Winery wine production capacity is about 5400 bottles an hour or 2000 cases a day. With a yearly capacity of about 40,000 cases or 480,000 bottles. In the plausible scenario of As Ever Wine receiving 40,000 orders that will be in excess of 240,000 bottles of rosé sold.

The timeline of this increased As Ever Wine production would have been short since its launch on the 1st of July 2025. That is a period of about 30 days. Can the Kunde Family Winery production capacity handle such a demand? With a daily capacity of 2000 cases or 24,000 bottles, it is possible to sustain the As Ever Wine website demand.

As of date, As Ever is still only a regional operation dispatching to the United States. Which is why the methodology only uses US website traffic. It is also noted that they are as yet to open up their distribution channels other than a website operation. Will they use supermarkets or just stay in the niche market to create scarcity which in the wine business means higher prices? A picture is beginning to emerge of the Duchess of Sussex Meghan's ambition.