Meghan Markle’s As Ever Rosé Wine Faces Criticism for Bulk Purchasing
Earlier this month, Meghan Markle launched her new rosé wine brand, As Ever, which became available for purchase. However, the launch was met with some backlash from fans who were unhappy with the way the product was being sold.
Instead of allowing customers to buy a single bottle at a time, the brand requires buyers to purchase in bulk. The wine is priced at $30 per bottle, but consumers must choose from set options: three bottles for $90, six bottles for $159, or 12 bottles for $300. Additionally, shipping costs an extra $20, making the overall price even higher.
While Meghan’s wine is more expensive than many celebrity wines, it also stands out for another reason—its alcohol content. According to the brand’s description, As Ever’s rosé is sourced from California’s Napa Valley and is described as a “bespoke blend” with “soft notes of stone fruit, gentle minerality, and a lasting finish.” What makes it unique is its alcohol by volume (ABV) of 14.5%, which is significantly higher than most other celebrity-endorsed wines.
Comparing As Ever to Other Celebrity Wines
Several media outlets have compared the pricing and ABV of Meghan Markle’s rosé to other well-known celebrity wines. For example, Kylie Minogue’s rosé is priced at $12 per bottle and has an ABV of 11%. Post Malone’s Maison No. 9 wine, which costs $27 per bottle, has an ABV of 12%. Brad Pitt’s Miraval Rosé, which is priced similarly to Post Malone’s offering, has an ABV of 12.5%. Meanwhile, Sarah Jessica Parker’s Invivo X, priced at $20 per bottle, also has an ABV of 12.5%.
These comparisons highlight that while Meghan’s wine is pricier, its higher alcohol content may justify the cost for some consumers. However, the requirement to buy in bulk has been a point of frustration for others.
Consumer Reactions and Market Response
Fans and potential buyers have expressed mixed reactions to the launch. Some appreciate the premium quality and unique characteristics of the wine, while others are put off by the bulk purchasing model. The decision to sell the wine in sets rather than individual bottles has sparked discussions about accessibility and consumer choice.
Despite the criticism, the brand continues to market itself as a high-end product that combines luxury with a touch of personal storytelling. The name “As Ever” is believed to reflect Meghan’s own journey and values, adding an emotional connection for loyal fans.
The Growing Trend of Celebrity-Endorsed Wines
The success of celebrity-endorsed wines has become a significant trend in the beverage industry. Many A-list stars have ventured into the wine business, leveraging their fame to create brands that appeal to both their fan base and the broader market. While some have found great success, others have faced challenges, including competition and consumer skepticism.
Meghan Markle’s entry into the wine industry adds to this growing trend. With her royal background and public persona, she brings a unique appeal to the market. However, the initial reception of her product shows that even with star power, there are still hurdles to overcome.
Final Thoughts
As Ever’s rosé wine has generated considerable attention since its launch. While the high alcohol content and premium pricing may attract certain consumers, the bulk purchasing model remains a point of contention. Whether this will affect long-term sales remains to be seen, but one thing is clear—Meghan Markle’s venture into the wine world is making waves.