Meghan Markle’s latest Sauvignon Blanc is a ‘risky’ gamble following a ‘muted’ response to her last rosé launch, a brand expert has warned.
The Duchess of Sussex quietly unveiled the latest rendition of her As Ever alcohol offerings, almost subtly slipped under a restock announcement, last Friday.
A more formal launch post and newsletter announcement followed a whole week later, touting a ‘crisp, effortless’ bottle which she ‘hopes you’ll reach for again and again’.
‘With the long weekend ahead, I’ve been thinking of every table we’ll gather around, every meal shared, every quiet moment in between,’ she penned.
‘As Ever Sauvignon Blanc is a white you can keep chilled, ready to pour when friends show up, or when you just want something easy and beautiful to enjoy.’
While the mother-of-two’s first Napa Valley Rosé sold out within an hour after launching this summer, its successor – the 2024 variant – was not met with as ardent a result.
While some have suspected this may be due to larger inventory plans for the subsequent wine, PR pros have cautioned that the Duchess must play her cards carefully for future products.
Speaking to the Daily Mail, Chad Teixeira explained: ‘The rosé was meant to be her big re-entry into lifestyle branding, but the buzz fizzled out fast when it failed to sell out, which is always telling when you’re trying to build a premium image.
Meghan Markle’s latest Sauvignon Blanc is a ‘risky’ gamble following a ‘muted’ response to her last rosé launch, a brand expert has warned
‘The challenge Meghan faces isn’t about product quality, it’s about perception. Consumers still associate her more with royal drama than with luxury lifestyle products.
‘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.’
He called her move towards the Sauvignon Blanc, however, a ‘smart pivot’.
‘It’s approachable, refreshing, and less intimidating than high-end reds or niche varietals, but she’ll need more than a famous name to move bottles’ Chad continued.
‘A strong launch strategy, credible partnerships with sommeliers or established vineyards, and a clear brand narrative will be essential.’
But the risk, he explained, is how organic consumers will find it.
‘If this new release feels too curated or disconnected from real wine culture, audiences will see through it,’ the expert remarked.
‘However, if Meghan can use As Ever to tell an authentic story about California roots, quality sourcing, and everyday luxury, this could start to turn things around.
The Duchess of Sussex quietly unveiled the latest rendition of her As Ever alcohol offerings, quietly slipped under a restock announcement, last Friday
‘Right now, though, the brand’s challenge is trust and no amount of gloss or royal association can substitute for that.’
Another problem for the Duchess to tackle, Miruna Dragomir, Chief Marketing Officer at social media management platform Planable, revealed, is that consumers are more savvy to the glitz and glamour of ‘celebrity’ brands.
‘In 2025, celebrity brand extensions will be fascinating because they will go toward what I call “expertise-led positioning”,’ she said.
‘People have learned to tell the difference between celebrity cash grabs and real passion endeavors. 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.’
Miruna added: ‘Meghan has a lot of nice things going for her when it comes to brand strategy.
‘Because she writes about California culture, lifestyle, and entertainment, it’s easy for a wine brand to connect with her. The most important thing will be to show that she is really involved in making the product and to present herself as a lifestyle curator instead of just a famous person who sells her own product.’
‘Time is also important. People are spending more on high-end home experiences after the epidemic, and there is a growing interest in lifestyle firms that are run by women or backed by celebrities,’ she explained. ‘But there are a lot of celebrity alcohol brands on the market, so it’s important to stand out.
‘The success of this will depend on how well Meghan can make it look like an organic part of her lifestyle brand, not just a way to branch out. In this area, brands that do well don’t just sell things; they also build real communities around shared experiences and ideals.’
In scenes from her Netflix show, Meghan can be seen pouring her guests glasses of wine – indulging everyone from José to fine dining connoisseur Clare Smyth
The company revealed in August that following the buzz surrounding the 2023 Napa Valley rosé, it will be launching another wine, called the 2024 Napa Valley rosé
And brand manager Anya McKenna, of Joe & Seph’s, said the new wine’s success will also in part depend on how simply buyers feel they can access it.
‘Meghan’s new Sauvignon Blanc can absolutely land if people can find it easily and know exactly when to reach for it,’ she explained.
‘The focus is simple. Get it into big name supermarkets so it is right there on the weekly shop, and make choosing it a breeze. Aim for at least one or two of the Big Four.
‘Give it clear tasting notes, eye catching shelf talkers and sit it near deli counters and ready to eat favourites. DTC still has a role for gifting and community, but early wins will come from in store discovery and impulse.
‘The wine style is a good call. Marlborough Sauvignon Blanc is fresh, food friendly and familiar. The next step is giving people a reason to try it now.
‘Add a second hook that fits Meghan’s world, like a chef or sommelier partnership or a tasteful tablescaping collab that says this is the bottle for hosting. It should feel exciting on its own, not just because a celebrity is involved.’
‘Success looks like steady rate of sale, repeat purchase and baskets that include the wine plus food,’ she concluded. ‘If it is easy to find, easy to choose and clearly made for the dinner table, it will beat the rosé on staying power.’
‘I’m so happy to share this with you – our As ever Sauvignon Blanc is here, and it feels like just the right moment,’ Meghan said of the launch in her As Ever newsletter.
‘After seeing how much love you gave our Rosé, this felt like the natural next step.’
The website, where three bottles of the white are available for $90, promises an offering that is ‘bright and balanced, with citrus aromatics, a smooth finish, and refreshing versatility’.
‘Crafted for everyday dinners and celebratory gatherings alike, this thoughtfully made wine is perfect for sharing, gifting, and savoring in every season.’
When the 2023 version came out on July 1, the wine went on sale at 4pm UK time, but the site was updated less than hour later to signal stocks were sold out.
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 appeared to have packed less of a punch.
In August, the Duke and Duchess of Sussex signed a new ‘multi-year, first look deal for film and television projects’ with Netflix – a downgrade on their previous contract.
The couple’s new output included a second season of the Duchess’s ‘With Love, Meghan’ lifestyle show – as well as a Christmas special in December.
The new arrangement is a first-look deal, meaning Netflix can say yes or no to new film or TV projects before anyone else.
The Sussexes are also working on ‘Masaka Kids, A Rhythm Within’ – a documentary about orphaned children in Uganda, where the ‘shadows of the HIV/Aids crisis linger’.
There is also ‘active development’ on other projects with Netflix which ‘span a variety of content genres’, including an adaptation of romantic novel Meet Me At The Lake.
Netflix has already released the first series of With Love, Meghan as well as Polo, Heart of Invictus, Live to Lead and the couple’s bombshell documentary Harry & Meghan as well as being a business partner on Meghan’s lifestyle brand, As Ever.
Five years ago, Harry and Meghan secured a lucrative contract thought to be worth $100million (£74million) with Netflix after quitting as senior working royals in 2020.
The renewed deal was described by the Sussexes – who made the announcement with Netflix – as ‘extending their creative partnership’ through Archewell Productions.
But the new terms are understood to be worth less for Harry and Meghan than their previous contract, according to a person familiar with the deal, and represent Netflix loosening its ties with the couple.
Leading publicist Mark Borkowski told the Daily Mail: ‘They have shot the golden goose of 2020 – more of a ‘we’ll call you’ than ‘here’s the chequebook’. It’s a first-look deal, which means Netflix gets first dibs but no obligation to bankroll every semi-royal whim.
‘I reckon Netflix is trimming fat industry-wide, so this is less carte blanche, more curated cameo.
‘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. So Harry and Meghan’s new Netflix chapter [is] less champagne budget, more Prosecco by the glass.’
Netflix said Harry & Meghan, which came out in December 2022, was a huge success with a total of 23.4million views, making it the most viewed documentary ever through its first four days and reaching the English Top 10 TV list in 85 countries.
But With Love, Meghan failed to break into Netflix’s top ten programmes – or even the top 300, as it ranked at number 383 in 2025 so far for the streaming giant with just 5.3million viewers across the globe since it was first broadcast in March.
However, the Duchess said: ‘We’re proud to extend our partnership with Netflix and expand our work together to include the As ever brand.
‘My husband and I feel inspired by our partners who work closely with us and our Archewell Productions team to create thoughtful content across genres that resonates globally, and celebrates our shared vision.’
Bela Bajaria, Netflix’s chief content officer, said: ‘Harry and Meghan are influential voices whose stories resonate with audiences everywhere.
‘The response to their work speaks for itself – Harry & Meghan gave viewers an intimate look into their lives and quickly became one of our most-watched documentary series.
‘More recently, fans have been inspired by With Love, Meghan, with products from the new As ever line consistently selling out in record time.
‘We’re excited to continue our partnership with Archewell Productions and to entertain our members together.’
As Ever is Meghan’s lifestyle brand – previously known as American Riviera Orchard – which launched in March and also sells cookie mix, tea, flower sprinkles and jams.
