Meghan Markle has launched a new wine for her As Ever brand. She’s released a New Zealand Sauvignon Blanc.
Meghan’s Rosé Was Said To Have A Burn In The Aftertaste
Meghan, who can’t seem to figure out the purpose of her brand or execute a decent communications strategy, quietly introduced her new wine a little over a week ago.
However, a formal launch post and newsletter announcement were just revealed over a week later. It was very much a blink, and you missed it under the radar launch.
Meghan’s wine hasn’t received much critical acclaim. Her first foray into her winemaking venture resulted in a rosé with high alcohol content and a burn in the aftertaste, quite different from the balanced, lighter Provencal French-style ‘Roses.
Then inexplicably, another rose with a lower alcohol content followed about a month or so later. In Meghan’s Instagram post advertising this new wine, she lazily posted a message.
Meghan wasn’t exactly letting everyone know she was launching a new product. She barely let her fans know, and her marketing approach was weak to say the least. There was no momentum behind the product and very little promotion.
The best celebrity brand starts with the “why,” which is the personal story behind the products. Meghan fails to make promotion a priority, but makes a point of decorating the box the wine is sold in.
Meghan has really perfected the art of elaborately decorating her products with needless window dressing, but most of them fall flat with critics.
Meghan’s More Concerned With Appearance Over Substance
Her investment is to make her products look pretty, complete with Meghan’s signature fancy cursive. Many critics have slammed Meghan’s rosé, claiming it had an unpleasant aftertaste.
It’s clear that Netflix plays a passive role in Meghan’s brand. They don’t seem to have a vested interest in the success of As Ever. If they did, they would manage the brand’s marketing. It’s clear the streaming giant couldn’t care less.
Who knows? Meghan’s Sauvignon Blanc could be successful. Some royal experts praised her decision to include a Sauvignon Blanc, calling it a “smart pivot.”
However, if she wants a winning product, she should improve her communication and marketing strategy with potential buyers. Posting a message on Instagram and nowhere else isn’t going to cut it.
Meghan was also criticized for using the oldest marketing trick in the book: the scarcity tactic, which means she stocked only a small number of items and didn’t restock. She, of course, sold out in less than one hour.
The Duchess of Sussex’s aim was to make it appear as though her lifestyle brand is far more successful than it really is. There were also two versions of the Rosé.
Meghan Claims Her Sauvignon Blanc “Bright And Balanced”
The first was a 2023 bottle of rosé. The second was the 2024 Rosé. Plus, she’s selling a 2024 wine with a 2023 cork, which makes no sense.
It could be a labeling mistake, which wouldn’t be surprising. Regardless, Meghan’s rosé was mostly met with a lackluster reception.
Marlborough Sauvignon Blanc is generally a hit with wine aficionados. It’s very food-friendly and should taste clear and crisp. We’ll have to wait and see how the critics respond to her new white wine.
Meghan wrote on her Instagram,
“I’m so happy to share this with you. Our As Ever Sauvignon Blanc is here, and it feels like just the right moment.”
She continued,
“After seeing how much love you gave our Rosé, this felt like the natural next step.”
Meghan promises her new wine is “bright and balanced” with hints of citrus and a “smooth finish.”
She added,
“Crafted for everyday dinners and celebratory gatherings alike, this thoughtfully made wine is perfect for sharing, gifting, and savoring in every season.”
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