What began with glossy press shots, carefully staged Instagram posts, and the promise of a lifestyle empire has now taken a sharp, sobering turn for Meghan Markle. Her much-hyped wine label, ‘As Ever,’ which launched with high hopes of dominating the luxury beverage market, is reportedly struggling to move bottles—leaving shelves as full as the day they were stocked.
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When the brand was first introduced, Meghan leaned heavily into its romantic backstory, marketing it as a blend of elegance, sustainability, and personal touch. From the soft, muted color palettes of the labels to the poetic descriptions of flavor notes, every detail was crafted to appeal to the modern, socially conscious consumer. There were celebrity endorsements, curated events, and the unmistakable stamp of Sussex glamour.
But according to insiders, all the style in the world couldn’t disguise one crucial fact—customers simply weren’t buying. Industry whispers suggest sales have been far below expectations, with retailers quietly reducing orders and some promotional events seeing embarrassingly low turnouts. The premium price tag didn’t help either, especially in a crowded market where shoppers can find high-quality wines for much less.
Adding to the brand’s woes, critics have called out the marketing as overly polished and out of touch, more focused on image than substance. While the launch was drenched in star power, there was little in the way of genuine connection with wine enthusiasts, many of whom felt the brand lacked authenticity in a world where heritage and craft matter most.
Behind the scenes, sources claim Meghan has been frustrated by the lack of traction, reportedly voicing her disappointment to her team and pushing for a major strategy overhaul. There’s talk of slashing prices, refreshing the packaging, and doubling down on social media campaigns in an attempt to rescue the brand from fading into obscurity.
It’s a harsh reality for someone used to commanding headlines, but the wine industry has always been a different kind of battlefield—one where celebrity status might open the door, but quality, pricing, and credibility decide who stays. For now, ‘As Ever’ sits in a precarious position: a brand with all the initial buzz in the world, now facing the humbling challenge of proving it’s more than just a pretty label.
If Meghan can turn this around, it will require more than glitz and good lighting—it will take an honest connection with her market, a focus on delivering genuine value, and perhaps a willingness to step back from the spotlight to let the wine speak for itself. Until then, the clinking of glasses may be few and far between.