When Meghan Markle unveiled her luxury lifestyle brand American Riviera Orchard, complete with an artisanal Napa Valley rosé, it was marketed as her elegant pivot into the world of high-end living. But instead of elevating her brand, the launch of the wine became an ironic symbol of what critics now call the slow unraveling of the Sussexes’ Hollywood dream. Behind the polished Instagram aesthetics and swift “sold out” headlines, insiders say the rosé release was less of a triumph—and more of a wake-up call. And it couldn’t have come at a worse time.
By the time the wine hit the virtual shelves, Netflix executives had already grown uneasy. The company had invested nearly $100 million in Harry and Meghan with hopes of headline-grabbing, culture-defining content. But as viewership numbers rolled in, the results painted a disappointing picture. The couple’s flagship shows lacked staying power. Meghan’s own docu-series, With Love, Meghan, which debuted earlier this year, was widely seen as lacking depth and originality. Viewers weren’t drawn to its slow pacing or vague narrative, and reviews described it as overly curated, distant, and strangely hollow. Despite Meghan’s personal branding and Netflix’s marketing push, the show never cracked the top tier of streaming hits.
And then came the wine. The launch was announced with great fanfare, tapping into Meghan’s image of elegance and refinement. She gifted bottles to influencers and friends, building buzz and mystery. When the rosé sold out within an hour, it initially seemed like a masterstroke. But skeptics quickly pointed out that the limited supply could’ve been part of an artificial scarcity strategy. There were no restocks, no press events, no tasting campaigns. Just silence. What was framed as a sell-out success quickly turned into whispers of underperformance and a failed attempt at brand revival.
Insiders at Netflix reportedly saw this as confirmation of deeper concerns. Meghan’s pivot to lifestyle branding—complete with jam, dog biscuits, and now wine—signaled to some that she was losing interest in creating content. Instead of doubling down on storytelling or producing fresh series, she seemed more invested in becoming a lifestyle influencer. To executives, this shift felt like a red flag. They didn’t sign the Sussexes for fruit preserves—they signed them for powerful content.
The broader problem, many argue, lies in Meghan’s public image. For years, she’s been caught in a tug-of-war between royal expectations, celebrity branding, and her own narrative control. As she’s moved further from the British monarchy and deeper into American pop culture, she’s struggled to strike the right tone. Audiences expect either vulnerability or inspiration—what they’re getting feels more like a perfectly filtered mood board. The wine flop, in that context, didn’t just hurt sales; it underlined the growing disconnect between Meghan’s projected persona and the public’s shifting interest.
By summer 2025, the damage was clear. Netflix decided not to renew the couple’s deal. While existing projects—like a second season of With Love, Meghan—may still air, there will be no multi-year extension, no new docuseries, and no ongoing creative collaboration. Meghan and Harry may still have ties through product placement or lifestyle crossovers, but the dream of being Netflix’s next major content power couple is, effectively, over.
Veteran commentators saw the writing on the wall long before the final cork was popped. Martha Stewart even publicly questioned Meghan’s expertise in the lifestyle space, suggesting she was entering an arena dominated by people who actually lived and breathed the industry. And when you’re up against Gwyneth Paltrow, Ina Garten, and actual wine estates with legacies behind them, charm alone won’t cut it.
Still, it’s not all doom and gloom. Meghan’s team continues to push forward with As Ever and American Riviera Orchard. There’s talk of cookbooks, home décor, and collaborations that could still find their audience. But as far as Netflix is concerned, the golden era is over. What was once heralded as a new chapter in royal celebrity storytelling has fizzled out—capped not with applause, but with a half-full bottle of rosé and an audience that quietly turned away.
In the end, the wine didn’t just flop. It crystallized the entire problem: glossy ambition, unsteady delivery, and a public that expected more substance behind the sparkle. For Meghan Markle, it was a reminder that reinvention isn’t just about aesthetics—it’s about resonance. And in the brutal world of streaming and branding, there are no second chances for a first impression.