A Royal Venture Gone Wrong

Meghan Markle, the Duchess of Sussex, has long been a polarizing figure, captivating audiences with her charm and ambition. Her latest venture, the As Ever lifestyle brand, promised to blend sophistication with accessibility, and its flagship product—a 2023 Napa Valley rosé priced at $30—was marketed as the epitome of elegance. Launched on July 1, coinciding with Princess Diana’s birthday, the wine was touted as “light, fresh, and effortlessly celebratory.” But what began as a glamorous foray into the wine industry has spiraled into a public relations nightmare, with fans and critics alike turning on the brand in a storm of controversy.

The As Ever rosé, produced in partnership with Kunde Family Winery in California, was initially met with excitement. Social media buzzed with anticipation, and the wine sold out quickly during its online debut. However, the tide turned swiftly as consumers began tasting the product and sharing their unfiltered opinions. What was meant to be a crowning achievement for Meghan’s lifestyle empire has instead become a cautionary tale of overhype, questionable marketing tactics, and a product that failed to deliver on its lofty promises.

The Fake Review Fiasco

The first cracks in the As Ever rosé’s reputation appeared when eagle-eyed fans noticed something amiss with the glowing online reviews. Five-star ratings flooded e-commerce platforms, praising the wine’s “crisp elegance” and “Provence-inspired finesse.” But suspicion grew when reviewers with little to no purchase history began posting suspiciously similar comments, often laced with marketing jargon that echoed the brand’s press releases. Some even uncovered identical reviews across multiple sites, raising red flags about their authenticity.

Social media platforms became battlegrounds as consumers accused the brand of orchestrating a campaign of fake reviews to inflate the wine’s appeal. Posts on X revealed screenshots of duplicated reviews, with users calling out the brand for “manipulative tactics” and “deceptive advertising.” The backlash was swift and unforgiving, with hashtags like #AsEverScam trending briefly. For a brand built on Meghan’s image of authenticity and relatability, the accusations of fabricated praise struck a devastating blow.

A Taste That Falls Flat

Beyond the review scandal, the wine itself became a lightning rod for criticism. Consumers who managed to snag a bottle during the sold-out launch expressed disappointment with its quality. Described by some as “thin” and “lacking depth,” the rosé failed to live up to its billing as a premium product. One reviewer on a popular wine forum likened its flavor to “a watered-down fruit punch,” while another claimed it tasted “cheap, like something you’d find in a discount bin.” The 14.5% alcohol content, higher than the typical 11-13% for rosés, was noted for giving the wine a harsh, unbalanced kick that overwhelmed its delicate stone fruit notes.

Critics argue that the wine’s shortcomings are a result of prioritizing branding over substance. While the As Ever rosé was inspired by the crisp, pale rosés of Provence, it seems to have missed the mark in capturing their nuanced elegance. The wine’s light peach hue, rather than the classic pink, was initially intriguing but failed to compensate for what many described as a lackluster palate. For $30, consumers expected a sophisticated experience, not a product that felt mass-produced and uninspired.

A Brand in Crisis

The fallout from the rosé’s poor reception has cast a shadow over the entire As Ever brand. Launched as Meghan’s return to the lifestyle space, As Ever was meant to evoke nostalgia for her pre-royal blog, The Tig, while offering products like jams, honey, and flower sprinkles. The rosé was the centerpiece of this ambitious rollout, but its failure has led to broader questions about the brand’s credibility. Industry insiders have labeled the wine a “cash grab,” accusing Meghan of leveraging her celebrity status to push an overpriced product without sufficient quality control.

The wine industry is notoriously difficult to navigate, even for seasoned producers. For a newcomer like Meghan, the stakes were high, and the scrutiny was inevitable. Critics point out that the partnership with Kunde Family Winery, while reputable, may not have been enough to overcome the challenges of producing a standout rosé in a crowded market. The decision to price the wine at $30—higher than many well-regarded rosés—set expectations that the product simply couldn’t meet.

The Power of Perception

The As Ever rosé saga underscores a broader truth about the wine industry: perception often matters as much as taste. Studies have shown that consumers are heavily influenced by branding, price, and marketing, sometimes more than the product itself. Meghan’s team leaned heavily on her star power, banking on her fanbase to drive sales. But in an era where authenticity is paramount, the discovery of fake reviews and the wine’s underwhelming quality have alienated even her most loyal supporters.

The controversy also highlights the risks of celebrity-backed products. While stars like Snoop Dogg and Post Malone have successfully entered the wine market with affordable, crowd-pleasing offerings, others have stumbled when their products failed to match the hype. Meghan’s rosé, marketed as a premium yet accessible luxury, fell into the trap of promising more than it could deliver.

Can As Ever Recover?

As the backlash continues, the future of As Ever hangs in the balance. Meghan’s team has yet to address the fake review allegations directly, though sources close to the brand claim they are “investigating” the issue. A pivot to damage control is likely, with potential steps including a public apology, a reformulation of the wine, or a shift in focus to other As Ever products. However, rebuilding trust will be an uphill battle in a market that values transparency and quality above all.

For now, the As Ever rosé serves as a stark reminder that even the most carefully crafted image can’t mask a subpar product. Meghan’s fans, once eager to support her latest venture, are now vocal critics, and the wine’s failure has sparked a broader conversation about celebrity brands and consumer expectations. Whether As Ever can rise from the ashes of this scandal remains to be seen, but one thing is clear: in the world of wine, hype alone isn’t enough to win hearts—or palates.

Conclusion

Meghan Markle’s As Ever rosé was meant to be a triumphant entry into the lifestyle market, but instead, it has become a cautionary tale. From fake reviews to accusations of cheap taste, the wine has exposed the pitfalls of celebrity-driven branding. As the controversy unfolds, the world watches to see if Meghan can salvage her brand’s reputation or if this royal misstep will be remembered as a fleeting, overpriced dream.