Meghan Markle is taking a risk by choosing to introduce a new rosé wine into her selection of As Ever lifestyle products – as it could ‘alienate’ customers, according to a media expert.
On Tuesday, Meghan, 43, is set to launch the brand’s debut Napa Valley rosé, which has been described as ‘crisp and beautifully balanced,’ per her promotional emails.
Royale exclusively revealed this weekthat the alcoholic beverage is made byFairwinds Estate, a California winery that creates bespoke wines for celebrities, as they’ve now added Meghan to their list of clients.
Meghan specifically picked Fairwinds – 75 miles north of San Francisco and a six-hour drive from her home in Montecito – to show her support after the winery was almost totally destroyed in a devastating 2020 wildfire which caused $15 million worth of damage.
The wine, which is the first alcoholic product to be sold under the brand, will join her current rolodex of raspberry and apricot spreads, cookie mixes, flower sprinkles and herbal teas – all of which received a less-than-perfect review by FEMAIL.
She’s noted that the wine is launching ‘just in time for summer entertaining,’and according to expert Caitlin Jardine, aSocial Media Manager at Ellis Digital, it was a ‘deliberate move’ on Meghan’s part.
‘Meghan Markle’s decision to launch her very own rose as part of her As Ever collection, is a deliberate move towards the evolution of her brand, establishing herself and her brand within the luxury and lifestyle product industry,’ Jardine told DailyMail.com exclusively.
‘The launch of her As Ever rose wine suggests that Meghan is looking to create a more aspirational, adult lifestyle offering, one that aligns with leisurely sophistication and the social status that wine often represents,’ she continued.
Meghan Markle is taking a risk by choosing to introduce a new rosé wine into her selection of As Ever lifestyle products – as it could ‘alienate’ customers, according to media experts
The wine, which is the first alcoholic product to be sold under the brand, will join her current rolodex of raspberry and apricot spreads, cookie mixes, flower sprinkles and herbal teas – all of which received a less-than-perfect review by FEMAIL
She’s noted that the wine is launching ‘just in time for summer entertaining,’ and according to expert Caitlin Jardine, a Social Media Manager at Ellis Digital, it was a ‘deliberate move’ on Meghan’s part
The social media manager explained that Meghan has cemented her brand as one that celebrates ‘meaningful, everyday moments,’ a theme that’s in line with her home entertainment show on Netflix, With Love, Meghan.
But releasing a rosé into the As Ever ether could be a risk when it comes to their customer base.
Jardine noted that Meghan will be ‘entering a highly competitive and established market’ that is ‘most likely to appeal to a more expansive audience,particularly those who see wine as more than just something to drink but an accessory to their lifestyle.’
‘However, having already associated herself with all things wellness, this could alienate some of her fan base who feel as though she is going against her core wellness-centered brand image, different to her existing line of products, with the potential to contradict her values around mindful living,’ Jardine explained.
But it is not all bad news for the entrepreneur.
‘What it does do is add versatility to her current line of As Ever products, reflecting a more modern, balanced lifestyle,’ she shared.
‘Rather than one that is more rigid and “clean,” it reflects one that is more in tune with her diverse audience and how they live.’
Jardine noted that in the past, Meghan has faced criticism from the public about her lack of relatability – and thinks this new line of rosé could help recover her image.
The simple addition can also change how some look at the brand’s overall identity
‘Her new line of rose is actually a smart move that can add depth and relatability to her brand and story, rather than something that is a detriment to it,’ she said.
‘It has the potential to open up new partnerships, tap into experiential marketing opportunities and create social moments that consumers want to share with her.’
Sarah Schmidt, celebrity publicist and president at PR firm Interdependence, seemed to agree, as she shared that Meghan’s foray into wine is a ‘natural extension’ for her As Ever brand.
The simple addition can also change how some look at the brand’s overall identity.
‘With this move, Meghan is signaling that As Ever isn’t just a pantry brand, it’s a lifestyle ecosystem,’ Schmidt said.
‘She wants a seat at every table: your morning routine, your dinner party, your slow Sunday night. Wine brings people together, and that’s the heartbeat of this brand. It’s about quiet luxury, intimacy and showing up in the moments that matter,’ she continued.
‘With the rosé, Meghan is claiming space in the culture of hosting, connection, and shared experience. It’s smart, it’s on-brand, and it levels up the experience without drifting off-message.’
Meghan’s July 1 wine launch will be her second in just a matter of weeks.
‘With the rosé, Meghan is claiming space in the culture of hosting, connection, and shared experience. It’s smart, it’s on-brand, and it levels up the experience without drifting off-message’
She said of the April launch of As Ever goods including jam that a ‘scarcity mentality at the beginning might be a hook for people,’ comparing it to ‘a sneaker drop’
On June 20, she released a new apricot spread and limited-edition orange blossom honey – but unfortunately, her infamous raspberry spread was nowhere to be found.
Theshock announcement of an initial restock came shortly after she released a bonus episode of her podcast, Confessions of a Female Founder where Meghan told of the difficulties of building her firm and ‘tears’ she has shed behind the scenes to Beyonce’s mother Tina Knowles.
She said of the April launch of As Ever goods including jam that a ‘scarcity mentality at the beginning might be a hook for people,’ comparing it to ‘a sneaker drop.’
But Meghan feared it might be ‘annoying’ for customers, adding: ‘I don’t want you to eat that jam once every six months. I want that to be on your shelf all the time.’
The Duchess said: ‘So for me at the moment, with As Ever, it was great. We planned for a year we get and then everything sells out in 45 minutes.
‘Yes, amazing, great news. Then what do you do? And then you say ‘Ok, we planned as best as we could. Are we going to replenish and sell out again in an hour? Or is that annoying as a customer?
‘I’m looking at it saying ‘Just pause. That happened. Let’s wait until we are completely stable and we have everything we need.”
