Meghan Markle Faces Fresh As Ever Blow as Website Traffic Hits Five-Month Slide Before New Product Launch

Meghan Markle is preparing to unveil a new As Ever product — but the launch comes as a royal expert claims interest in her lifestyle brand has been steadily fading.

The Duchess of Sussex launched As Ever in April last year, around the time the first series of her Netflix show With Love, Meghan arrived. The brand initially enjoyed an explosive start, with products reportedly selling out within minutes.

Now, however, royal commentator Kinsey Schofield claims the picture looks very different.

Speaking to Sky News Australia, Schofield said As Ever recorded fewer than 8,000 organic website visitors in August — which she described as part of a longer downward trend rather than simply a disappointing month.

According to the royal expert, estimated organic search traffic had fallen for five consecutive months, reaching a 12-month low in August.

‘Who’s there to support her?’

Schofield suggested that the figures could raise questions about whether widespread media attention is translating into sustained customer interest.

“That suggests the enormous curiosity that is necessary to generate the kind of revenue they would need to maintain this lifestyle is not necessarily translating into sales,” she said.

She went further, arguing that Meghan may have plenty of headlines without the kind of dedicated audience that can consistently support a commercial brand.

“It feels like infamy is different than fame and she’s got plenty of headlines, but who’s there to support her?” Schofield said. “Who’s an engaged fan? I think that she lacks that dedicated fan.”

The comments come at a particularly interesting moment for As Ever, with Meghan preparing to put another product in the spotlight.

Meghan announces a new chapter

On September 1, Meghan used Instagram to announce what she called a “new chapter to celebrate”, revealing that As Ever would release a new sparkling wine on Thursday, September 3.

The product, Reserve Brut, was described by Meghan as being made using the traditional Méthode Champenoise and sourced from California’s Napa Valley.

Sharing an image of the bottle, she wrote that the sparkling wine was created for “gathering, toasting, and savoring life’s beautiful moments”.

The Reserve Brut is due to become available through Wine.AsEver.com on September 3.

That announcement gives Meghan a fresh opportunity to generate interest in the brand — but it also arrives just as Schofield is highlighting what she describes as a prolonged decline in organic traffic.

A new launch after the UK move

The timing is even more notable because Meghan has recently returned to Britain with Prince Harry and their two children after the family relocated from the US.

Despite Meghan now living in the UK, reports indicate that the new sparkling wine, like other As Ever products, is not expected to be available for British customers to purchase.

That leaves Meghan attempting to build momentum for a brand that is entering a new phase while also facing questions over how much of the attention surrounding her translates into lasting consumer engagement.

As Ever may have begun with a burst of excitement and rapid sell-outs. But with a new product arriving just as reported organic traffic reaches its lowest point in a year, the next launch could prove an important test of whether that early curiosity can turn into something more enduring.