Meghan Markle is under fresh scrutiny after launching a Rosé wine under her lifestyle brand As Ever, with critics accusing the Duchess of Sussex of “piggybacking” on ideas already explored by other celebrities.
The move to introduce Rosé to her product line sparked comparisons with similar ventures by Hollywood stars like Brad Pitt and Angelina Jolie—who launched a successful Rosé brand during their relationship—followed by Kylie Minogue and Jon Bon Jovi, who have also delved into the wine industry.
According to royal expert Hugo Vickers, the Duchess’s latest endeavor raises questions about originality and sustainability in her branding efforts. Speaking to Radar Online, Vickers commented, “If we’re going to discuss every time she launches a new product, we might be very busy.”
He added, “She obviously has to keep on producing more and more things in order to get attention, because if she just released more jam, I guess we wouldn’t bother to talk about it.” Vickers was skeptical about the uniqueness of Meghan’s product, saying, “I don’t know what hers is, how hers is going to be so different from anybody else’s.
It’s probably going to be more expensive.” The expert referenced Markle’s recent conversation with entrepreneur Emma Grede, noting her expressed intent to expand into various industries. “She warned us… she was going to be doing all sorts of different things, even coming out of the kitchen and going into the drawing room, or into the world of fashion, or goodness knows what,” he said.
He continued, “So I guess this is the latest thing… I guess that she will keep doing more and more things like this. This is the world into which she’s gone.” When asked if Meghan’s strategy appears to mirror the path of other successful figures, Vickers admitted, “That’s probably right.”
While he acknowledged it could be a smart tactic, he also expressed doubt about the brand’s lasting power. “You’ve got to kind of keep going out into the market, and you’ve got to keep pushing ideas forward, and if one of them takes off, so be it,” he said.
Vickers concluded with a note of caution about the sustainability of her approach: “It seems like she’s endlessly going in more and more directions, with more and more people involved, one thing after another. I just wonder how much substance there is there.” As Meghan continues to expand As Ever, public and expert opinion remains divided on whether her efforts represent entrepreneurial innovation or calculated imitation.