Meghan Markle 'reopening old wounds' with new move after Netflix show success

Meghan Markle's Netflix show, With Love saw success following the release of her documentary series Harry & Meghan in 2022 which left viewers hooked. The Duchess of Sussex's eight-part series was watched by 526,000 households in the first five days it was available on Netflix since its release on March 4, according to data gathered by Samba TV. But the 43-year-old risked "reopening old wounds" following the launch of her wine from her As Ever brand. The launch of Meghan's rose coincided with her late mother-in-law, Princess Diana's birthdayvas the late royal would have turned 64. And although the product sold out within hours, expert Edward Coram-James suggested Meghan's move was a "calculated gamble".

Speaking exclusively to Express.co.uk, the CEO and co-founder of Go Up, explained: "This is classic scarcity marketing at play. For a new celebrity brand, particularly one with a global figure like Meghan, this is the most potent way to establish premium status and high demand. They are creating Fear of Missing Out (FOMO) on a grand scale. The fact that we are talking about the sell-outs and the refunds only amplifies the narrative that these products are incredibly desirable. For As Ever, the challenge is to move from being the brand that always sells out (and sometimes refunds) to the brand that consistently delivers quality and exclusivity."

He suggested the launch of Meghan's brand on Princess Diana's birthday was "not lost on the public".

"This was surely a deliberate decision that wasn't lost on the public or the media. Meghan Markle understands symbolism; she named her daughter Lilibet for a reason. But launching a product on Diana's birthday was a calculated gamble and is highly polarising," he explained.

He went on: "You can launch a rosé any day in high summer. Why that specific date? On one hand, July 1st is a natural summer launch for a rosé. But the fact that it also coincides with Diana's birthday means you gain immense media traction without explicitly having to say anything. The controversy generates clicks and discussion, as we've seen.

For a fledgling brand, especially one under constant scrutiny like As Ever, this ambiguity is a powerful tool, and one Meghan seized."

The expert admitted he is not convinced Meghan's brand will stop there as he suggested she will continue to expand her global reach but could "reopen old wounds" as she explores life before being a royal.

Edward commented: "The sparkling wine is a natural and obvious progression from rosé; it keeps As Ever in the luxury wine market. But a red wine, particularly one linked to her old blog, The Tig, for a winter launch, could be a stroke of genius.

It would offer a rich backstory, allowing a deep dive into her personal journey. So, I wouldn't be surprised if she created a homage to Tignanello, a Tuscan-style wine, perhaps made in California or simply inspired by its spirit, next.

This, however, might draw a direct comparison to her pre-royal life, potentially reopening old wounds."