As Meghan Markle is gearing up to launch her brand As Ever’s first wine, the Napa Valley Rosé, it might reportedly pose a risk to the brand’s loyal fanbase. Caitlin Jardine, social media manager at Ellis Digital, analyzed the potential drawbacks that the new product could bring to the brand in terms of its customers’ response. According to the expert, the introduction of wine could distance the fans, who would feel that she is “going against her core” of the brand’s wellness-centered values.
Wine launch could ‘alienate’ some of Meghan Markle’s fanbase, says ‘expert’
Meghan Markle’s lifestyle brand, As Ever, will be introducing its first wine on Tuesday, July 1. The Napa Valley Rosé, which the company describes as “launching just in time for summer entertaining,” reportedly has its advantages and disadvantages for the brand’s relationship with its customer base. According to Daily Mail’s exclusive report, Caitlin Jardine shared that the product could “alienate” its fans.
The Duchess of Sussex, who has been associating herself with wellness-centered topics, will be “entering a highly competitive” market with the wine launch, Jardine claimed. According to the expert, Markle and As Ever will be dipping their toes in an already “established market,” catering to “a more expansive audience.”
The launch will especially pique the interest of “those who see wine as more than just something to drink but an accessory to their lifestyle.” Jardine also shared that the introduction of the Napa Valley Rosé will have fans and loyal customers think that it could “contradict her values around mindful living.”
However, the social media manager explained that the wine launch can bring about many positive changes to As Ever as well. She believes that the Rosé will add “versatility” to the brand’s current product line. The expert told the outlet, “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.”
Meanwhile, celebrity publicist Sarah Schmidt said that the wine launch will see a shift in how people view As Ever’s brand identity. According to this expert, Markle’s move indicates that the company isn’t just a “pantry brand,” but a “lifestyle ecosystem.” As Ever boasts an interesting lineup of products, including Apricot Spread, Orange Blossom Honey, Flower Sprinkles, and more.
This story originally appeared on Realitytea
