Social media branding expert Caitlin Jardine has raised concerns over Meghan Markle’s latest product launch, warning that the sale of her new rosé wine could risk “alienating” her fan base. Jardine, the Social Media Manager at Ellis Digital, shared her insights in an interview with Express.co.uk.
Meghan’s new wine, priced at £22 ($30) for one version and £66 ($90) for another, features a 13.5% ABV, 1% lower than the previous iteration. While the wine is a new addition to her “As Ever” product line, Jardine cautioned that the launch could contradict Meghan’s wellness-focused brand, potentially distancing her from fans who see her as aligned with mindful living.
“Having already associated herself with all things wellness, this could alienate some of her fan base who feel as though she is going against her core wellness-centred brand image, different from her existing line of products, with the potential to contradict her values around mindful living,” Jardine explained.
However, Jardine acknowledged that the wine could serve a strategic purpose. “What it does do is add versatility to her current line of ‘As Ever’ products, reflecting a more modern, balanced lifestyle,” she noted. This shift in branding could turn Meghan’s “more rigid and ‘clean’” aesthetic into one that is “more in tune with her diverse audience and how they live.”
Jardine also pointed to Meghan’s past struggles with relatability, especially after stepping down from her royal duties in 2020. “She has previously faced backlash for her lack of relatability due to her former royal stature and lifestyle,” Jardine said.
Despite potential risks, Jardine believes the rosé wine could help add depth and relatability to Meghan’s brand story. “Her new line of rosé is actually a smart move that can add depth and relatability to her brand and story, rather than something that is a detriment to it,” she explained.
In conclusion, Jardine noted that the launch of Meghan’s rosé wine signals a shift towards a more sophisticated lifestyle offering. “The launch of Meghan’s As Ever rosé wine suggests that she’s looking to create a more aspirational, adult lifestyle offering, one that aligns with leisurely sophistication and the social status that wine often represents.”