Meghan Markle’s latest business move—a rosé wine set to launch July 1 under her As Ever label—has drawn criticism over originality and brand strategy. The duchess debuted the Napa Valley wine along with limited edition honey and flower sprinkles, prompting questions about substance in her expanding lifestyle line.
Brand expansion prompts criticism
The rosé marks the debut of an alcoholic product for As Ever, joining previously released orange blossom honey and flower sprinkles. Notably missing from the restock is the raspberry jam that originally launched the brand.
Royal biographer Hugo Vickers told Woman’s Day Australia that while Markle must continually release new items to remain in the spotlight, her latest launch lacks a meaningful strategy. He said she seems to be chasing attention rather than building sustainable brand identity.
Vickers added that the rosé risks being seen as an expensive rip-off of fellow celebrities like Brad Pitt and Jon Bon Jovi.
Accusations of copying and tone-deaf branding
Markle has faced past accusations of drawing heavily from others’ work. Critics on social media argue the As Ever name echoes existing brands, and a New York artisan has claimed prior right to the name. A Spanish town called Porreres has even raised concerns about the logo’s resemblance to its coat of arms.
Author Lee Cohen called Markle “the most tone deaf, least self-aware figure in the public eye” speaking to Woman’s Day Australia. He noted that Hollywood humorists and outlets have mocked her, while others echoed the complaint in different words.
Royal leverage fueling business momentum
Despite the backlash, Markle remains influential, thanks largely to her royal association. Vickers emphasized she likely wouldn’t command the same attention if not for her marriage to Prince Harry. While she may have moved away from direct palace criticism, her brand still draws heavily on that royal cachet.
Spotify executive Bill Simmons once dubbed the couple “f‑‑‑ing grifters” after their podcast deal crashed. Meanwhile, Markle’s pivot into entrepreneurship hasn’t softened skepticism over her intentions or originality.
Legal landmines loom over logo and identity
The Porreres objection underlines growing legal concerns around brand identity. Mayor Francisca Mora Veny warned of potential action if the logo is not altered. Meanwhile, the repeated branding missteps suggest a strategy vulnerable to legal disputes and public backlash.
Patchwork strategy worries long-term critics
Vickers warned that Markle’s scattershot approach—jumping from jam to rosé without clear purpose—may not be sustainable. Social media and fleeting hype may work short-term, but he cautioned she risks “running out of steam.”
As Markle pushes forward with her celebrity-based lifestyle brand, critics remain divided between seeing savvy positioning and a lack of originality. The next wave of products may determine whether As Ever evolves—or collapses under repetitive patterns and controversy.
Jaja has a degree in journalism and took classes in international law and business communication. Her career spans roles at prominent international media outlets, including International Business Times, Celebeat and Delightful Philippines. As a news editor, Jaja covered a wide range of beats, including legal, business, economy, cryptocurrency, personal finance, gaming, technology, and entertainment.