Expert suggests Duchess of Sussex refine her strategy for long-term success
As Meghan Markle gears up to celebrate her 44th birthday on August 4, her lifestyle brand As Ever is drawing attention—not just for its popularity, but for its growing pains.
The Duchess of Sussex’s latest venture, a 2024 Napa Valley Rosé, is generating buzz ahead of release, especially after her 2023 vintage sold out within minutes. Despite attracting over 500,000 visits during its June debut, the brand is grappling with supply issues and limited availability—raising concerns about missed revenue opportunities and market momentum.
Brand and culture expert Nick Ede believes Meghan could learn a valuable lesson from Australian pop icon Kylie Minogue, whose wine label has become a global phenomenon.
“Kylie Minogue has sold 21 million bottles of wine in just five years,” Ede told Newsweek. “She earns an estimated £5 profit per bottle, so the business speaks for itself. It’s successful, consistent, and available everywhere from supermarkets to online retailers.”
Unlike Kylie’s £10 bottles sold across 31 countries, As Ever wines are only available through Meghan’s U.S.-based website. Customers must buy three bottles at once for $90, with an added $20 shipping fee—bringing the minimum spend to $110.
While exclusivity can sometimes work in a luxury brand’s favour, Ede argues that Meghan’s approach lacks cohesion and accessibility. “There’s no strong narrative yet,” he said. “The Instagram presence is sporadic, and the brand reposts its own content without generating excitement. There’s no momentum.”
He added, “It feels inconsistent. There are bursts of activity and then silence. People can lose interest quickly if there’s nothing to keep them engaged.”
Despite these challenges, Meghan’s brand clearly has demand on its side. But Ede warns that unless As Ever builds a more scalable business model—with a relatable story, stronger digital strategy, and wider distribution—it risks losing steam in a competitive market.
With another product launch approaching, perhaps now is the perfect time for Meghan to take a page from Kylie’s playbook and turn her buzz into a long-term brand legacy.
