Meghan Markle's Wine Brand: Influencer Strategy or Dilution Dilemma?
Meghan Markle's Luxury Lifestyle Brand Under Scrutiny: Experts Weigh In on Royal's Marketing Strategy
The Duchess of Sussex, Meghan Markle, is at risk of diluting her brand's positioning by reposting mid-tier influencers, a UK-based expert has warned. The 44-year-old mother-of-two launched As Ever earlier this year and has been busy promoting the lifestyle brand, which includes a wine label, on Instagram.
However, according to Chad Teixeira, a brand and PR expert, Meghan's strategy feels "reactive and lacking in originality." He believes that relying too heavily on reposting mid-tier influencers risks diluting the brand's positioning, making it seem like filler content rather than a thoughtful rollout. This approach may also alienate her customer base, who may feel that the products are only accessible to high-profile figures.
"It's not just about seeing who is drinking the wine," Teixeira explained in an exclusive interview with The Scholarly Note. "Consumers want to understand the why and the inspiration behind the brand. They want to know how it ties into Meghan's personal narrative and what makes it distinct in a crowded market."
Teixeira suggested that Meghan should shift her focus towards storytelling and exclusivity. A direct-to-consumer campaign, limited edition drops, or curated brand experiences could create the sense of scarcity and aspiration that's currently missing from As Ever.
This advice comes as Meghan shares another gushing post to promote her wine on Instagram. The 2024 Napa Valley Rose was released on August 5, but more than two weeks later, it is still available to buy on the As Ever website. By contrast, her 2023 rosé sold out within an hour when it launched last month.
The latest post shows Meghan's team pouring the vibrant wine into a glass, with Meghan's wicker basket and hat in the background. The caption reads, "Cheers to summer's final sips." However, this may be a desperate attempt to boost sales after the initial launch failed to match the quick sell-out of the 2023 wine.
Buyers must purchase a minimum of three bottles of wine, which retail for $30 each. This means that anyone looking to buy the wine is faced with a minimum spend of more than $110, including shipping and taxes. The 2024 wine is described as evoking the same "soft notes of stone fruit, gentle minerality, and a lasting finish" as the 2023 rosé but packs less of a punch.
Meanwhile, Meghan and Prince Harry's Netflix deal has been downgraded to a "first look" deal when it expires later this year. This means that Netflix can say yes or no to new film or TV projects before anyone else. The couple's output will include a second season of the Duchess's lifestyle show, With Love, Meghan, which failed to break into Netflix's top ten programmes.
The renewed contract is worth less than their previous deal, thought to be worth $100 million. Leading publicist Mark Borkowski described the new terms as "less carte blanche, more curated cameo." He added, "They're still in business together - Meghan's As ever brand and seasonal specials keep them in the Netflix shop window, but make no mistake, this is a slimmed-down sequel to the blockbuster original."
The success of their previous documentary series, Harry & Meghan, which reached 23.4 million views, has not been replicated with With Love, Meghan, which ranked at number 383 in 2025 so far for the streaming giant.
In a statement, Meghan said, "We're proud to extend our partnership with Netflix and expand our work together to include the As ever brand." However, this may be a last-ditch effort to salvage their deal with the streaming giant.
As Ever is Meghan's lifestyle brand, which launched in March and includes products such as cookie mix, tea, flower sprinkles, and jams. The website describes her rosé wine as "thoughtfully curated by Meghan, Duchess of Sussex" and that it has been "made to be enjoyed with the ones you love."
The pale pink wine, which comes in a clear bottle with a white, gold-rimmed label, has an ABV (alcohol by volume) of 13.5 per cent - 1 per cent lower than its predecessor. The Daily Mail revealed in June that the 2023 wine used grapes from the Fairwinds estate so Meghan could show her support after the winery was almost destroyed in a devastating wildfire in 2020.
The Duchess's latest Netflix series, With Love, Meghan, has been renewed for a second season, and the trailer shows Meghan hosting a fresh batch of celebrities and influencers at her rented California house. The episode will include Chrissy Teigen and Jamie Kern Lima among others.
In the meantime, Meghan's team is working on a documentary about orphaned children in Uganda, where the "shadows of the HIV/Aids crisis linger." This project is part of their deal with Netflix, which also includes an adaptation of romantic novel Meet Me At The Lake.
As the royal couple navigates their new partnership with Netflix, it remains to be seen whether they can regain their momentum and create a successful brand that resonates with consumers.