Normal view

Received before yesterday

We tried Meghan Markle's new As Ever rosé in a blind taste test. It wasn't what we expected, but we'd buy it again.

Tasting Meghan Markle's new wine.
We taste-tested Meghan Markle's As Ever rosé.

Nico Schinco for BI

  • Meghan Markle's As Ever brand released its first wine, a rosé from Napa Valley.
  • A group of Business Insider reporters tasted it in a blind test, comparing it to three other rosés.
  • As Ever's flavor was unexpected, but we'd definitely buy the rosé again.

"Rosé all day" is more than a phrase. It's a mantra, a lifestyle, and — some might even say — a call to action.

Meghan Markle answered that call when her lifestyle brand As Ever released a rosé on July 1.

The wine space is getting more crowded by the day, particularly as more celebrities join the fray, and I, for one, couldn't wait to see how Meghan made her rosé stand out.

Meghan Markle is in her wine-making era.
As Ever wine.
Meghan Markle's As Ever brand released a rosé in July 2025.

Courtesy of As Ever

The Duchess of Sussex launched her As Ever brand in the spring, selling items like fruit spreads, high-end honey, and flower petal sprinkles.

As Ever's first two product drops sold out within an hour, and in June, the company announced it was debuting its first-ever wine, a 2023 Napa Valley Rosé curated by Meghan.

As Ever said its rosé is supposed to taste "crisp" and has notes of "stone fruit, gentle minerality, and a lasting finish," much like Provençal rosés from France.

The rosé retails for $30 on As Ever's website, and it sold out almost immediately after going on sale on July 1. The bottles are only available in packs of three, six, or twelve, so it costs consumers at least $90 to taste Meghan's rosé. As Ever has not yet announced if or when it'll restock the rosé.

Because royals and rosé are two of my greatest passions, I knew I had to try As Ever's wine.
Reporter blind tests rose wines.
I was curious about the As Ever rosé.

Nico Schinco for BI

I've been writing about the royal family and Meghan for years. I've also been closely following As Ever over the past few months as Meghan further expands into the lifestyle space.

Plus, I'm a big rosé fan when I'm off the clock, so I knew I had to try Meghan's wine when it was released.

I decided the best way to experience As Ever's rosé would be in a blind taste test, comparing it to a few other popular rosés on the market.

I got a few of my colleagues to participate in the taste test with me.
Bind wine testing
A group of Business Insider reporters tried the wines.

Nico Schinco for BI

I didn't think it would be fair to assess the wines by myself, especially because I'm pretty easy to please when it comes to rosé. Give me a glass of pink, cold wine, and I'll be a happy camper.

Three of my colleagues graciously volunteered to spend a Tuesday afternoon drinking with me. (They are such givers, I know.)

Here's a quick rundown of why you can trust us. Spoiler alert: The main qualification is that we like drinking wine.

Callie Ahlgrim, senior pop culture writer: I did work at a wine bar for like a year, but that was a long, long time ago. And since then, I drink wine recreationally and copiously.

Samantha Rollins, deputy editor of entertainment and real estate: I'm a wine enthusiast who has been to France, the rosé capital of the world, in my opinion. So that's my only qualification.

Joi-Marie McKenzie, editor in chief, Life: I'm a new wine lover. I did not drink wine that much in my 20s. I love Rieslings and rosés, and I just got into red. So I think I would be quite picky because I'm sort of new to the whole thing.

Samantha Pettyjohn, senior lifestyle reporter (me): I love rosé, especially in the summer. I'm also well-versed in Meghan Markle and went to California wine country on my honeymoon.

We sampled four rosés total, including another celebrity brand.
Different kinds of rose wine bottles.
We tried four rosés.

Nico Schinco for BI

For the taste test, I selected three wines in addition to As Ever, choosing rosés that were pretty similar in price point to Meghan's.

It seemed only fitting to include another celebrity brand, so I chose Côtes de Provence Rosé from Château Miraval, Brad Pitt's wine company. Pitt's Provençal-style rosé cost $23.88.

Next, I selected the $22.49 Summer Water Rosé, which is made on the California coast and offers a slightly different experience with a screw cap.

Finally, I included Whispering Angel, one of the most popular rosés on the market. It's a personal favorite of mine and is made in the Provençal-style like As Ever. It was $22.96.

As Ever ended up being the most expensive wine of the bunch, which wasn't surprising considering it isn't widely available like the others.

We kept the test completely blind.
Blind rose wine testing.
We didn't know which wines we were drinking.

Nico Schinco for BI

For the test, I put a piece of tape on the bottom of each wine glass with "A," "B," "C," or "D" written on it, which corresponded to one of the wines. The code was:

  • A: Summer Water
  • B: As Ever
  • C: Whispering Angel
  • D: Château Miraval

The wine was poured out of sight and given to us in a random order, so we didn't know which rosé we were tasting.

Brad Pitt's rosé wasn't a hit with our group.
Brad Pitt's wine.
Château Miraval's Côtes de Provence rosé.

Nico Schinco for BI

First, we tried Miraval's rosé, aka Brad Pitt's wine, aka "wine D" during the test. The flavor was a bit intense for some of us.

McKenzie: It's good to me.

Ahlgrim: It has kind of a sharp aftertaste.

Rollins: It's honestly kind of bitter. I usually like bitter things, but it's a little too bitter.

Pettyjohn: I like it. It's sharp, and I wish I had some cheese to eat with it. It has a champagne-y flavor.

McKenzie: And that, to me, resonates.

Rollins: There's something about it that I don't really like.

Pettyjohn: If a bottle were offered to me, I would certainly have a glass, if not two.

McKenzie: It'd be perfect for hot weather.

Ahlgrim: I think it's more of a dinner wine than a relaxing by the pool kind of wine.

Summer Water tasted the most like a classic rosé to us.
Summer Water wine.
Summer Water rosé.

Nico Schinco for BI

Next, we tried Summer Water, known to us as "wine A." We immediately noticed that it had a pinker hue and a distinct aroma. As we took our first sip, it was easy to see why.

Pettyjohn: Oh, that is way more berry-forward.

Rollins: It's a little more effervescent.

Pettyjohn: This is definitely more pool vibes to me.

McKenzie: This is a better wine.

Ahlgrim: Lighter.

McKenzie: I didn't notice the aftertaste being that sharp on D, but now, this has no aftertaste, and I'm like, "This is better."

Ahlgrim: I like a funkier, tangier wine, but I think most people expect rosé to be a bit sweeter and smoother. So I think this fits what people reach for when they reach for a rosé, more so than the first one.

McKenzie: As a sweet enthusiast, it has my vote.

Ahlgrim: I don't know if I would spend $30 on it because it feels like such easy drinking.

Rollins: To me, this is giving rosé all day. There ain't nothing wrong with it.

As Ever took us by surprise.
Blind tasting rose wine.
We didn't expect As Ever to have such an elevated flavor.

Nico Schinco fir BI

As Ever was the third wine we tried, under the alias "wine B." It had the most unexpected flavor profile of the bunch.

Ahlgrim: Oh, I like the smell. This smells more expensive.

Pettyjohn: This tastes expensive. But it doesn't taste like rosé to me. It's good, but it is not what I would expect.

Rollins: This is like a very dry white, maybe.

McKenzie: It has a very bold flavor.

Ahlgrim: I actually like that I don't think it tastes like a rosé. It's much bolder than I expected. I feel like it's aged.

Rollins: There's something oaky about it.

Pettyjohn: It's fancy.

Ahlgrim: It's earthy, almost.

McKenzie: It tastes like a chardonnay. It is giving oak chardonnay.

Whispering Angel had the group split.
Whispering Angel
Whispering Angel rosé.

Nico Schinco for BI

The final wine of the test was Whispering Angel, which we labeled "wine C." It was a hit or miss vibe for the testers.

Pettyjohn: I do like this one. This is what I would consider easy rosé drinking.

Ahlgrim: Oh, this is bland.

McKenzie: It's very harsh on my tongue. I don't prefer this at all.

Rollins: Really? This one seems like an easier drinking version of B and D.

McKenzie: This one? I don't like it at all. I just taste more of the alcoholic taste, which I don't love.

Ahlgrim: Yes, I think there's very little flavor, and it's more alcohol-forward. This is my least favorite of the four.

Rollins: I feel like this one splits the difference between all of them. It's got a bit of the berry of the other ones, but it's still dry, and it's got the rosé.

Ahlgrim: If somebody gave me a glass of this by the pool, I would drink it, but I would not opt for this if I had the other options.

We revisited all four wines before the reveal.
Wine glasses filled with rose.
We compared all the rosés again before the reveal.

Nico Schinco for BI

While we still didn't know which wine was which, we compared them to each other, referring to them by their letter code.

Overall, our takeaway was that Summer Water was the best for casual rosé drinking, thanks to its light and berry flavor, but the taste of As Ever's wine stood out for being unexpected and refreshing.

Miraval sat in the middle of the pack, while Whispering Angel was too alcohol-forward for McKenzie and Ahlgrim.

After the big reveal, we loved that As Ever wasn't what we expected from Meghan.
As Ever wine bottle wrapped.
As Ever was a surprise hit.

Nico Schinco for BI

When we finally found out which wine was which, we were all surprised that "wine B" was As Ever.

Ahlgrim: Oh, that's the one that doesn't taste like rosé! It's weird, and I like that.

McKenzie: It was my number two favorite!

Ahlgrim: As Ever was my top in terms of what I like in a wine. I like a weirder flavor, but I think Summer Water is more rosé-y. But if I saw As Ever at the store, I would buy it again.

Pettyjohn: Me too. I would buy this again, and I think it would be nice if you paired it with fruit or cheese — that vibe. If you brought this to a party, your friends would be like, "Oh, the rosé you brought is so good. Where did you get it?"

Rollins: I would be curious to drink it in a cup, like in one of the "Love Is Blind" cups, where you can't see what color it is, and just be like, "What does that taste like to you?"

Ahlgrim: I admire that Meghan didn't take the easiest route. So many celebrities have an alcohol brand, so I think it was bold of her to do something that does not taste like every other rosé on the market.

Pettyjohn: If I put my Meghan Scholar hat on, I also feel this reflects her as a flavor. You think you're going to get one thing, but then she surprises you, and it's a really lovely flavor, even if it's not necessarily what you were expecting.

McKenzie: It's something that I would order again.

Pettyjohn: Me too.

McKenzie: Her rosé beats Brad Pitt's.

Ahlgrim: 100%.

We took a closer look at the As Ever bottle after the taste test.
Rose wine bottles
As Ever had the highest alcohol content.

Nico Schinco for BI

Once we knew which wine it was, we checked out the As Ever bottle. Its 14.5% alcohol content — the highest of the four — surprised us, particularly because it didn't taste too alcohol-forward. We also liked that the wine seemed versatile.

Ahlgrim: It is the best bang for your buck if you're looking for the highest alcohol content.

McKenzie: 14.5% is pretty high.

Ahlgrim: That surprises me because because of how alcohol-forward I felt like the Whispering Angel was. I expected that to be the highest.

Pettyjohn: I like to make a rosé sangria, and I think As Ever would be good with that.

Ahlgrim: Ooh, with a bit of prosecco or seltzer in it? Yeah, because the flavor is so strong, it would lend itself well to a mix.

Pettyjohn: Yes, exactly.

Ahlgrim: It's not a poolside rosé. It's like a charcuterie rosé.

Pettyjohn: I can see Meghan on her patio, talking to one of her friends, and drinking it.

Three out of the four of us could see ourselves buying As Ever.
Tasting rose wines.
The group liked the As Ever rosé.

Nico Schinco for BI

Ahlgrim, McKenzie, and I said we would buy As Ever down the line, though we want people to know they shouldn't expect a classic rosé flavor. Rollins had reservations, especially because the bottles are only available in three, six, or 12 packs.

Rollins: As Ever was interesting, but I definitely wouldn't order three bottles because of the price and strong flavor. You really have to love the flavor.

Pettyjohn: I would buy it! When I went to Sonoma, one winery had a rosé you could try, and it was very similar to this. It didn't taste how you expected a rosé to taste, but it was good.

McKenzie: It's a good wine. I would order it again. It was my top two. It tastes like a chardonnay, and I don't mind that.

Ahlgrim: The Summer Water would be what I would drink on a Saturday during the day in the summer. Then I would switch to Meghan's at night.

Pettyjohn: I couldn't have said it better myself.

I tried As Ever's rosé at home and loved it even more.
As Ever rose wine
As Ever rosé.

Nico Schinco for BI

A few days after the official taste test, I revisited As Ever rosé, pouring a glass for myself and my husband.

I gave it a sniff, inhaling that full-bodied, almost orange wine-like scent that surprised me during the test. It was inviting and bright, and as I took a sip, I was delighted that As Ever tasted even more refreshing and crisp than I remembered. My husband was a fan, too, and I had to remind myself not to drink it too quickly over dinner.

Meghan's rosé is a hit in my book, and I'm intrigued to see how her foray into the wine industry continues. Cheers!

Read the original article on Business Insider

Trump's tariffs could sink my small business, but my lawsuit against these tariffs has been keeping me energized

19 June 2025 at 10:22
Victor Schwartz, owner of VOS Selections, and his daughter Chloe Schwartz.
Victor Schwartz and his daughter Chloe Schwartz, the family that owns VOS Selections, found themselves at the forefront of a legal fight that could affect millions.

VOS Selections

  • Victor Schwartz's business VOS Selections is the lead plaintiff in a lawsuit against Trump's tariffs.
  • Schwartz thought imported specialty wines were his edge in the business until tariffs hit.
  • Despite a stressful year so far, Schwartz says the positive response he got is energizing.

This as-told-to essay is based on a conversation with Victor Schwartz, owner of VOS Selections, a wine importing company based in New York. His business is the lead plaintiff in a lawsuit against President Donald Trump's use of emergency powers to impose tariffs. This essay has been edited for length and clarity.

Suing the government was not part of my business plan, and we have taken a big hit from the tariffs, yet in a strange way, it's been incredibly energizing to be involved a this case that could help so many.

I founded my business about 39 years ago as an importer and distributor of fine wines, spirits, and sakes. We have 19 people in the company, including me and my daughter.

I started my business in France, and we work with very small producers for cutting-edge products. The idea was to bring in things you don't find everywhere, and I thought that was really going to be my edge in the business, until the tariffs hit.

I knew I was sticking my neck out as the lead plaintiff of the case, which goes further than just throwing my hat in the ring, but I still decided that I needed to do this.

Tariffs made an already tough business even harder

Wine storage room belonging to VOS Selections
VOS Selections imports around 60% to 70% of its products from more than 350 producers globally.

VOS Selections

There hasn't been enough information on just how complicated this process is.

The prelude to the tariffs is already bad. In our first quarter, we were down 16% compared to last year. Restaurants and retailers we work with are complaining heavily, cutting back products either in anticipation of tariffs or because consumers are not buying.

Then the main tariffs hit in April. My daughter and I spent two full days looking through every product in our book to determine what the tariff impact was going to be, which products we needed to drop, and how much tariffs we could afford to eat. As we all know, all the numbers changed in a few days, and it just keeps happening.

Keep in mind that alcohol is a heavily regulated business. Under regulations in the state of New York, for example, we have to post prices by the fifth of the month prior to the month of sale. Combine that with the time it takes for products to cross oceans and get through customs, this means we have to think about May pricing in March.

We're in that position of having to make firm decisions about what our pricing is going to be under very uncertain situations. As a small business with more than 600 mostly imported products from 350 producers, that just became impossible.

By now in June, the contraction I have feared is playing out. We go back to a good customer and say, "Hey, you've been using this product, but now we have to bring more of it in. Are you interested in this product at the new price?" Most of the time, they say "no." It's not like they're going to buy a domestic product. They're just going to buy another imported product that is less expensive.

Also, the customs are not going to release our container unless we pay them upfront. A 10% tariff means 10% less of our cash flow, and that means being much tighter on our inventory, reducing and stopping some orders where we could, and not moving forward on new projects.

As we run out of more products and have to raise prices on new imports, it's only going to get worse as we get into August and September.

I stepped up because bigger players won't

Victor Schwartz at a vineyard holding a wine class.
Schwartz says that despite how stressful this year has been on his businesses, he feels energized and empowered.

VOS Selections

Retaliation was something I had to take into account when I decided to become the lead plaintiff.

One of the big motivating factors for me to step up is that the big guys in business were not getting involved. The big guys who have the money and power are cowering or defending their own self-interest.

The administration could come after me in many different ways to harm my business. Because this is a heavily regulated industry, we have to work with the government all the time. We deal with the TTB, the FDA, and Customs and Border Protection.

There have always been glitches here and there, but now whenever there is a glitch, I always think in the back of my mind, "Is this a real glitch or is this somebody coming after me?" So far, there is nothing. But I did have to consider potential consequences. If I hadn't been in this industry for 40 years, I may have made a different decision.

About 99% of the contacts I have gotten are positive, and this has really made me feel energized. It really blows me away that people have taken the time to write me cards and letters — not just "thank yous" but long letters too.

It seems that I have really struck a chord. I guess most lawsuits, in a certain sense, are just you looking out for yourself. But with my case, I just feel like we are trying to do something that's going to help a lot of people, and that is very empowering.

Read the original article on Business Insider

❌