Meghan Markle's Brand vs. Kylie Minogue's Success
Meghan Markle’s lifestyle brand As Ever is getting a lot of attention — but not all of it is good. The Duchess of Sussex recently launched a 2024 Napa Valley Rosé under her label, and while fans were quick to show interest, the brand is already running into some problems.
Despite pulling in half a million visits when it launched in June, Meghan’s wine keeps selling out too quickly. The main issue? There simply isn’t enough stock to meet the huge demand. Products vanish from the site just minutes after they go live — which may sound like a good problem to have, but it’s actually hurting her ability to make money and build momentum.
According to branding expert Nick Ede, Meghan could learn a lot from singer Kylie Minogue, who’s built a hugely successful wine business. In just five years, Kylie has sold over 21 million bottles of wine worldwide. Her secret? Affordability, glam packaging, wide availability in supermarkets, and a consistent presence. People can easily grab a bottle of Kylie’s wine for just £10, and it’s available in 31 countries — not just online.
Meghan’s wine, on the other hand, is only available on her U.S. website, where buyers are required to purchase a minimum of 3 bottles for $90, plus a $20 shipping fee. That puts the total at $110 — a pretty steep price compared to Kylie’s £10 bottles.
Ede also criticized Meghan’s social media game, saying her brand isn’t doing enough to engage followers. The As Ever Instagram has been pretty quiet, mostly reposting its own recipes instead of building buzz or telling a strong brand story. Without that steady, consistent energy, people might lose interest quickly.
In short, Meghan has the attention — but needs better branding, consistency, and accessibility if she wants As Ever to match the success of someone like Kylie Minogue.
And just a side note — Meghan will be celebrating her 44th birthday on August 4th. Maybe she’ll use the moment to re-energize her brand?
