Meghan Markle Under Pressure as New Wine Launches: 'Credibility Issues'

Newsweek

2 days ago

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Meghan Markle is preparing for the release of he second rosé wine after past sell out runs caused what an expert told Newsweek were "catastrophic credibility issues."
The Duchess of Sussex is preparing to launch her As Ever 2024 Rosé after the 2023 vintage sold out its whole run in minutes.
Her latest offering will go on sale at 12pm PT and 3pm ET and can be bought from her online shop.
Meghan Markle is seen at a royal engagement in Asni, Morocco, on February 24, 2019.
Meghan Markle is seen at a royal engagement in Asni, Morocco, on February 24, 2019.
Pool/Samir Hussein/WireImage
Why It Matters
This will be Meghan's fourth product run and all have so far sold out in minutes, sparking concerns that customers interested in her products may get frustrated and lose interest.
At the same time, detractors have argued she is only offering limited stock and with no official sales figures available it is not possible to verify the size of each batch of goods.
What to Know
Eric Schiffer, chair of Reputation Management Consultants, told Newsweek thatMeghan needs to move past the sell out runs in order to build an authentic relationship with her customers.
"These product sales are creating catastrophic credibility issues because it all looks like it's manufactured to sell out.
"So, it's like these kids on a corner who open a lemonade stand and they have one glass of lemonade, OK you were successful but no one believes it.
"She's doubling down on scarcity theater. They already have credibility issues so why set things up to look fake. Roll the dice. Be a real entrepreneur."
A Sussex source has previously told Newsweek the talk on social media about Meghan's product launches being deliberately small is "just complete nonsense."
After the first wine's release the source said "there's still a level of frustration," that it sold out so fast but the number of bottles "was significant."
"It's quite extraordinary really how it's sold out," they added. "We thought it would sell out but for it to happen so quickly again is testament to the popularity of the brand and the duchess in the U.S."
Meghan previously told the Aprire With Emma Grede podcast in June: "Well, we can restock what we had at those same quantities but then I'll have another sell out and I don't want that for people.
"I think scarcity is great if it happens organically at the onset but at a certain point, even being consumer-minded, I would be fatigued if that kept happening and I was going to a website.
"So I said, 'OK, let's take this opportunity to grow, to have exponentially more skews as well as more inventory.'
"And that's what we've been doing right back to making sure we could scale up to that level and have the quality meet the quantity which was very key."
What As Ever Said About New Rosé Wine
Meghan's As Ever brand announced the new wine in a newsletter on August 4, her birthday: "Today, our founder celebrates another year (Happy Birthday, Meghan!) and tomorrow, we're raising a glass to celebrate our newest release!
"We are thrilled to share that our 2024 Napa Valley Rosé is available tomorrow, Tuesday August 5 at 12 PM PT / 3 PM ET.
"Harvested under the California sun, this dazzling vintage embodies everything we love – it's where timeless elegance meets the spirit of summer.
"We've worked thoughtfully to bring these exceptional bottles to you, and more of your other favorite As ever products are also being restocked shortly. There is so much to celebrate, and we're honored to share these special moments with you.
"Cheers to birthdays, a new vintage, and the last golden weeks of summer."
Jack Royston is chief royal correspondent for Newsweek, based in London. You can find him on X, formerly Twitter, at @jack_royston and read his stories on Newsweek's The Royals Facebook page.
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