Meghan Markle’s latest venture into the lifestyle and luxury wine market is drawing attention not only for its rapid success but also for the clever marketing strategy behind it. The Duchess of Sussex has now sold out two separate launches of her rosé in record time, and experts say that’s no accident.
Edward Coram James, CEO of digital marketing agency Go Up, spoke to the Daily Express about Meghan’s approach, suggesting her success hinges less on innovation and more on strategic branding and exclusivity. “She sold out her rosé in just an hour, and let’s be honest, this isn’t Glastonbury or some once-in-a-lifetime event,” he said. “It’s just another nice rosé, not exactly groundbreaking or revolutionary, no offence to her!”
While Coram James acknowledged that Meghan enjoys a dedicated fan base who “follow her every move,” he noted that part of the wine’s rapid sell-out may be due to deliberate limitations. Buyers are required to purchase a minimum of three bottles, a move he says suggests the product was never available in massive quantities to begin with.
“That tells me the buyers are a pretty specific demographic, making it unlikely that she released huge quantities in the first place,” he explained. However, Coram James sees merit in the strategy. “On one hand, limited quantities often reflect a genuine commitment to quality, and small-batch, artisanal production means fewer bottles but more care and craftsmanship,” he said.
“But on the other hand, the marketing power of scarcity can’t be ignored,” he added. “Limited availability creates exclusivity and makes people want it even more. It’s classic scarcity marketing.” Positioning her new wine brand in a saturated market, Meghan appears to be leveraging both her celebrity status and a luxury-oriented approach to make her product stand out.
The limited releases, combined with the Duchess’s lifestyle appeal, are helping shape her brand as premium and desirable. “For a new brand like Meghan’s, this strategy helps position it as premium and highly desirable, especially in a market that’s already crowded with countless wine options,” Coram James said.
Meghan, who has long expressed a passion for wine, even naming her former lifestyle blog The Tig after her favorite varietal, Tignanello, may not be a wine expert, but according to Coram James, “she doesn’t need to be for this to work.” With the rosé repeatedly selling out, it appears Meghan’s branding instincts, paired with well-timed scarcity, are resonating in the competitive world of celebrity-backed wines.