Meghan Markle’s Rosé Launch Could Make or Break Her Brand, Expert Warns
Meghan Markle is gearing up for the highly anticipated launch of her first rosé wine under her lifestyle brand, American Riviera Orchard (formerly known as As Ever), but experts caution that the success—or failure—of this release could significantly impact her brand’s reputation.
Reputation strategist Eric Schiffer spoke with The Express, warning that while Meghan’s previous products sold out rapidly, another quick sell-out for her wine could backfire. If stock runs out too fast, consumers may accuse the brand of artificial scarcity, damaging its credibility and labeling it as “fake luxury.”
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“Another four-hour sell-out and shoppers will scream ‘scam’ and toss the idea of buying a bottle into the dumpster fire,” Schiffer said. “If the cork pops faster than fans click, her brand risks looking like the royal Ponzi scheme of pantry products.”
He further cautioned that if the wine sells out immediately, it could draw comparisons to the infamous Fyre Festival—a high-profile disaster that promised luxury but failed to deliver. “Consumers aren’t fooled by curated scarcity—they’ll call out fake luxe fast,” he added. “Every ‘sold-out’ screenshot could become a meme bomb, with critics branding it as ‘Out-of-Touch Celebrity Elite Hides Rosé.’”
As the launch approaches, all eyes are on whether Meghan’s latest venture will solidify her brand’s prestige—or spark a backlash that could tarnish its reputation.
