Controversial Launch of Meghan Markle’s First Napa Rosé
Meghan Markle (D) has officially entered the crowded celebrity wine market with the release of her first As Ever brand product: a 2023 Napa Valley rosé. This launch, however, has been anything but smooth sailing. The debut came on July 1, 2025, coinciding with what would have been Princess Diana’s 64th birthday-an insensitive move slammed by royal commentators as a calculated attempt to hijack the late Princess’s legacy. Despite the controversy, the rosé sold out within its first hour online, priced at $30 a bottle, sold only in sets of three, six, or twelve bottles, demanding a minimum purchase of $90.This rosé blend of Cabernet Sauvignon, Mourvèdre, Syrah, and Grenache boasts a high 14.5% alcohol content-classifying it as a dessert wine for tax purposes, setting it apart from typical lighter rosés. The production took place at the Kunde Family Winery in historic Sonoma County, now owned by billionaire Jay Adair after bankruptcy proceedings, marking a significant celebrity investment in a recovering California wine region. These facts and more can be explored here.
“The timing of the launch was no accident and in very poor taste,” remarked royal insider Ben Leo. “Using Princess Diana’s birthday to release a product is a cruel hijack of a treasured legacy.”
This coverage serves to highlight not only the commercial ambitions of the Duchess of Sussex’s lifestyle brand but the backlash she faces from those loyal to traditional royal symbolism and respect.
Market Reaction and Expert Critique of Meghan’s As Ever Wine Debut
The market’s response to Meghan Markle’s Napa rosé was a whirlwind of enthusiasm wrapped in controversy. The wine quickly sold out, fueled by a high-demand, scarcity marketing approach reminiscent of previous As Ever jams and teasers that flew off shelves in minutes. Yet, media and PR experts caution that these repeated flash sell-outs risk damaging the brand’s credibility, with some warning this tactic could alienate potential long-term customers.Nick Ede, a PR expert, pointed out that while sell-outs create hype, products like jam and wine lack the repeat consumer loyalty of luxury goods, demanding Meghan focus on maintaining consistent availability and quality. This approach, Ede warns, could mitigate accusations of “manufactured scarcity” or gimmicky marketing strategies that turn off skeptical consumers.
“The brand’s credibility hinges on how it handles demand. Should another four-hour sell-out occur, buyers may start calling the entire operation a ‘scam,'” Ede explained.
Adding to the critique, media expert Caitlin Jardine noted the risk of alienating the wellness-focused segment of Meghan’s audience. The As Ever brand, known for teas and health-conscious products, now ventures into alcohol, potentially clashing with the mindful living values it promotes. Meanwhile, the pricing at $30 per bottle exceeds many celebrity wine competitors such as Kylie Minogue’s rosé at only £9, raising questions about market positioning and value perception.
Despite these hurdles, As Ever’s plan to release a Napa Valley sparkling wine made by the traditional Méthode Champenoise signals an ambitious lifestyle brand expansion beyond food and toiletries. This diversification attempts to reposition Meghan Markle’s business as a serious player in lifestyle luxury rather than a novelty celebrity project. Full details of As Ever’s wine rollout are documented here and here.
Legacy Clashes and the Politics of Royal Branding
Meghan Markle’s entry into wine selling is more than a simple celebrity branding maneuver; it is layered with royal symbolism and cultural friction. Launching the rosé on Princess Diana’s birthday was widely interpreted as a strategic move tapping into the enduring reverence for the late Princess, especially given the well-publicized tensions between Meghan and the traditional royal family. Royal expert Kinsey Schofield condemned the launch as “a cruel betrayal of the royal narrative Meghan has spent years constructing,” highlighting the ongoing saga of royal family polarization.
“Prince William and Catherine have masterfully distanced themselves from the Sussex family, making any alliance with Diana’s legacy a battleground,” Schofield observed.
Kunde Family Winery, the production site, embodies another dimension of this story. Once a historic estate within Sonoma County’s celebrated wine landscape, the facility fell into bankruptcy before being rescued by billionaire Jay Adair. Meghan’s choice to produce her rosé here, after supporting the winery’s recovery post-devastating wildfires, serves as a symbolic endorsement of American entrepreneurship and resilience, dovetailing with her brand’s wellness and sustainability narrative. More on the winery’s history and Meghan’s involvement is found here.
Finally, Meghan’s launch comes amid an era where conservative voices remain skeptical of celebrity-driven lifestyle brands that attempt to mix personal legacy and commerce. Critics question whether this aggressive marketing and legacy appropriation strategy will endure beyond the novelty phase or backfire by alienating both royal traditionalists and progressive consumers craving authenticity. This tension spotlights the broader debate about cultural capital, celebrity entitlement, and the intersection of business with personal brand politics in 2025 America.
