When Meghan Markle decides to put a twist on summer, the result is almost always a sell-out. This time, the Duchess of Sussex didn’t just restock her As Ever 2024 Rosé—she turned it into a frozen, Instagram-ready sensation. The reveal came in a short but carefully crafted video: Meghan, dressed in breezy summer whites, carrying a tray of pale pink popsicles studded with slices of fresh strawberry. No long captions, no heavy pitch—just a gentle invitation to taste the season.
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The timing was no accident. Just a day after the latest vintage of As Ever Rosé went live, the popsicle post hit social media. The idea was simple but irresistible: take the already-popular wine and transform it into a chilled treat perfect for garden parties, poolside afternoons, or late summer evenings. Within hours, the popsicle concept went viral, and once again, her rosé stock began disappearing from carts.
What makes this more than just a pretty photo op is how it reflects Meghan’s evolving approach to her brand. Past As Ever launches—like the 2023 vintage—sold out in under an hour, leaving many fans frustrated. This time, she had more stock ready and a gentler rollout, giving more people a chance to join in. Even so, the buzz was strong enough to spark another wave of “sold out” notifications across the site.
The wine itself, by expert accounts, lives up to the marketing. Light, crisp, and layered with notes of strawberry, citrus, and a touch of herbal freshness, it’s the kind of rosé that suits both casual sipping and elevated entertaining. Turning it into popsicles was both playful and strategic—a way to extend the product beyond the bottle and into a lifestyle moment.
In a market where celebrity brands often rely on name recognition alone, Meghan’s move shows a sharper understanding of how to keep a product relevant. The popsicles weren’t a standalone release but a visual hook, one that instantly sparked conversation, sharing, and—most importantly—purchases.
Once again, she’s proven that when you blend clever marketing with a photogenic product, the result isn’t just a sell-out—it’s a cultural moment. And this summer, that moment tastes like rosé on a stick.