Is As ever all over? Starting to feel like it.

[AtIusvue]

It’s been 14 hours since the launch of the 2024 Rose. Nothing has sold out. This is despite it being designed again as a scarcity drop, so it can’t be argued she’s finally got her stock levels right.

• As ever stated the wine launch going ‘live’ at on the 5th August. Language designed to get you to rush and buy. Just like all this SM shopping you get now.
• Meghan put out a message many hours ago, stating that they have so much more stock (sad clapback to stuff not shifting) but hurry and be quick because it’s selling fast!!! (It’s clearly not)
• This launch however, has attracted very little press compared to previous drops

The scarcity gimmick is already tired and because she’s been absent from SM for 2 months…save for a few stock images/videos- she’s lost any momentum she had. She’s putting in bare minimum and her customer base feel it. She’s checked out.

There’s been talk of another series of WLM 3 and Meg getting a new NF contract, but I think that is just to fill the void until she can get WLM2 out. At which point, we will find out if there is any truth in any further deals.

The reason why I doubt WLM3, is that for continuity, you would need the same venue. But the home is now being used to to host weddings etc, it’s no longer a private rental but one open to the public to rent. There’s no way Meg would film in that location now. In addition she would need to have gotten the go ahead already for WLM3 and be filming right now to be able to stick to a schedule. The fact that it isn’t already confirmed, it’s giving the signal that WLM is over (in addition to knowing NF deal is done)

Now if WLM is over, I don’t think she has the draw to pull people to As ever. She doesn’t engage with her fan base enough, she does the bare minimum of SM posts, which she hasn’t even achieved the last few months. The Shopmy page is dead too. This is why the new wine launch has barely registered and hasn’t sold out 14 hours later. Yes, there will be more stock but it’s been designed for a sell out so there won’t be huge numbers.

As ever I think will be slowly wound down. There will be WLM2, with maybe another 18 months of drops. Then like everything else, it will be dropped quietly. Everyone is starting to get a bit bored by the half hearted, very beige effort she’s put into her ‘business’ and have tuned out.

She will have to launch yet another version of herself very soon. We’ve had actress, feminist, activist, producer, philanthropist….now female founder. God knows what’s next!

The paid for puff piece??

It's PR. Nothing more. She isn't Ina Garden, certainly isn't Martha Stewart or Gwyneth. At present, there is nothing elite about As ever products. That may happen, but certainly isn't the case now

As Ever, as a business model just doesn’t work.
The jam, tea, wine, whatever is something you’d buy once.

There’s no long term thinking. Who is advising her?
I think Meghan gets ideas, makes them happen…

And then, that’s it. Same when she met Prince Harry.
Once the wedding was over, she was done with it.

Wine sales are down in US. I have three liquor stores that I pass on my bus ride home. They all have nice selections of affordable wine. If I bought $90 of wine, I'd be offered free delivery.

California has wild fires again. Im hoping for no more disaster tourism photos.

Proof or it didn't happen - then there's the Vogue one I posted as well - top end global lifestyle mags not The People's Friend.

Meghan generates headlines, but she's a small fish in a big pond of "influencers" (from 4th Lady of the Realm to IG influencer - has there ever been such a fall?).

As ever has under 1M followers. She has dropped again to 4.1M followers. For someone with huge name recognition those are disappointing numbers.

That's her problem now - she's NOT relevant within that sphere.

She's relevant only as regards her husband's family. Not for herself - only her in-laws. And that's an ever decreasing attachment.

I do wonder if they are trying to get back in with the royals

If that's what they're after, Harry needs to stop shooting his mouth off to the media any time things don't go the way he wants.

Economically things are tough in the US. Job loss has accelerated. Food pantries are running out of food. Homelessness is increasing. She isn't relevant in the current economy.

I have never been convinced about the so called reconciliation talks.

At the next talk, the RF rep should hand H' s rep a large gift bag prominently labeled "Highgrove". 😁

I’ve seen a couple of order confirmations for the wine and apparently they're numbered in the 10,000s . Would this number be just for this drop or would it include the jam, sprinkles, honey etc. ?

They are 100% relevent and generate huge interest - however its because they are a laughing stock - the gift that keeps on giving.

Also this benefits all the media outlets through clicks and eyeballs etc but doesnt translate to sales or a revenue stream for H&M ... MM is the equivalent of Brooklyn Beckham trying to flogg hot sauce. The coverage is just people laughing at him no one is buying his sauce.

I dont doubt the wine is good quality - why would it not be - but no one wants the label on the bottle on their dinner table - MM is a tainted / joke brand.

As much as I don’t agree she’s the Brooklyn, he does it with humour and does not take him self seriously or fake what he is, I do agree no one wants the brand on the table, personally I’d be embarassed to have it on my table, and I’d cringe if I saw any of it on any one else’s, I’d think super fan and be side eyeing them , and id think super fan, as I can’t think why anyone would buy her stuff. It isn’t high end products, you’re just paying for the brand,

Proof that’s its pay to play?

Well, the Vogue article published on the 6th of August, a day after launch on the 5th. Vogue would have been allowed a tasting of the wine ahead of time, so the article is released around launch.

In the first paragraph:

’A 2024 Napa Valley Rosé, to be exact: “with soft notes of stone fruit, gentle minerality, and a lasting finish,” per their newsletter. Eleven days later, the bottles went up for sale on AsEver.com. They all sold out in under an hour. Capitalizing on the success of the first drop, Marke did a second on August 5. That too quickly went out of stock.’

Why on earth did they write ‘that too sent quickly out of stock?’ It’s all still available. The 2024 stock has never sold out of any of the cases of 3,6.12 bottles.

why? Because that was the intention of all those over at As ever- that it would be another sell out- and Vogue were happy to write whatever for the puff piece.

Embarrassing.

https://www.vogue.com/article/is-meghan-markles-as-ever-rose-good

They also called her Marke.

The whole article is a hot mess.

On any accounting system, you can set the start of the numbering sequence.

Unless someone's posted one showing order 00001, it's no evidence of sales.

Same as for the BRF except we pay for them £359,000 every single day !

The Tatler has a nice puff piece free of sneer.

Meghan Markle launches a new As Ever product to join her line-up of sell-out kitchen supplies
The Duchess of Sussex has seen her lifestyle business grow from strength to strength over the last year

www.tatler.com/article/meghan-markle-launches-as-ever-rose-2024-vintage

Why did Vogue write the 2024 rose sold out in the article when it hasn’t?

These articles are all puff pieces that that has PR has worked on.

Its embarrassing. Vogue literally writing something that is completely untrue.

No serious journalist or, for that matter, member of the public would spend their life obsessing over Meghan and Harry, so a certain leeway in journalistic integrity is no doubt in order. If a top sommelier declared it a winner, that would be good enough for me, if I were inclined to buy it. In any case, their work ethic particularly Meghan's and her persistent willingness to try new things, even at the risk of failure, is commendable. As we read in Spare, it echoes ‘Pa’s’ own dedication to work.

Love this

‘so a certain leeway in journalistic integrity is no doubt in order.’

Youve got to be taking the piss? 😂

Vogue wrote something that was completely untrue because it was a pay to play puff piece. That’s journalistic integrity for you!

I can't take the Vogue article seriously. In the first paragraph which you didn't copy and paste, it says the second drop has already sold out when it hasn't.

That also looks like a paid for puff piece.

This article (as the others) is absolutely trolling her - totally piss-taking as The Cut.....all the 'quotes' from the newsletter!!!!

We're all just guessing here, guided by our own confirmation biases, aren't we? This isn't a serious subject for serious people - we're all guilty of our own petty obsessions !