Meghan Markle warned she risks 'alienating fan base' after latest As Ever move

Meghan 'risks alienating fan base' with wine launch, claims expert (Image: Kola SULAIMON / AFP / @aseverofficial)

Meghan Markle risks "alienating her fan base", who may feel she is going against her brand image by launching into the alcoholic beverage market, a social media expert has claimed. The Duchess of Sussex launched a vintage 2024 Napa Valley rosé wine on her As Ever brand's website on August 4.

The new wine has the exact same price point as her previous batch, and is available in batches of three, six and 12, with each bottle costing £22 ($30) and sold at £66 ($90), £116 ($159) and £218 ($300) respectively. The pale pink wine, which comes in a clear bottle with a white, gold-rimmed label, has an ABV (alcohol by volume) of 13.5% - one percent lower than its predecessor.

A brand expert has warned the launch could be a controversial venture for Meghan. Caitlin Jardine, Social Media Manager at Ellis Digital, exclusively told Express.co.uk: "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 to her existing line of products, with the potential to contradict her values around mindful living."

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Meghan Markle is selling wine from her As Ever brand (Image: @aseverofficial)

However, the expert also claims that launching a wine brand does have the positive attribute of creating a "relatable" image. She explained: "What it does do is add versatility to her current line of ‘As Ever’ products, reflecting a more modern, balanced lifestyle. Rather than one that is more rigid and ‘clean’, it reflects one that is more in tune with her diverse audience and how they live.

"She has previously faced backlash for her lack of relatability due to her former royal stature and lifestyle, and so her new line of rose 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."

The expert further claimed: "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."

Meghan toasted to the launch of her second wine in Instagram video (Image: @meghan)

Just minutes before the product launched on the website earlier this week, a post on the company’s Instagram showed corks branded with the As Ever logo, with a caption reading: "C’est l’heure. Enjoy your last sips of summer with the newest vintage of our beloved Napa Valley rose."

On August 6, her brand also uploaded a new picture on Instagram showing her latest creation, featuring ice lollies made with the new wine and raspberries - perhaps in ode to her Netflix show 'With Love, Meghan'.

It was captioned: "What’s better than a glass of rosé on a sunny day? Rosé popsicles perchance? Yes, please, and thank you. Shop our newest Napa Valley summer favourite while supplies last."

Alongside celebrating the launch, Meghan posted a belated Instagram post following her 44th birthday on Monday, and Meghan said she was "blowing out the candles on a beautiful 24 hours" and thanked her husband, friends and family for "making it so special".