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Duchess's Sauvignon Blanc Faces Price Backlash
23 Aug
Summary
- Meghan Markle's As Ever wine is priced at $35 per bottle.
- A similar New Zealand Sauvignon Blanc costs around $21.
- Critics question if Meghan's name justifies the higher price.
Meghan Markle's latest product from her lifestyle brand, As Ever, a 2024 Marlborough Sauvignon Blanc priced at $35 per bottle, is drawing criticism. Shoppers have noted that a comparable New Zealand Sauvignon Blanc is being sold by a British retailer for around $21, sparking debate over the premium associated with Markle's offerings.
Sources suggest that while As Ever aims to position itself as an aspirational lifestyle label, the pricing inevitably invites comparisons. The brand's strategy reportedly focuses on selling an entire lifestyle experience, including presentation and Meghan's personal touch, rather than competing on price alone.
The wine is described on the As Ever website as being "made for sharing" and designed for social occasions. This release expands the drinks category for As Ever, which evolved from Markle's earlier American Riviera Orchard project and has previously sold items like fruit preserves and teas.
Marketing experts indicate that Meghan's pricing strategy will continue to face scrutiny as consumers compare her products with established alternatives. The notable price disparity for Marlborough Sauvignon Blanc is particularly striking for British consumers considering Markle's wine.
