Caught Red-Handed? Meghan Markle slammed for her $35 wine scam... it's cheaper online

M eghan Markle ’s latest As Ever product has found itself at the center of a new debate after shoppers compared the price of her wine with similar bottles available for significantly less.

The Duchess of Sussex ’s lifestyle brand is selling a 2024 Marlborough Sauvignon Blanc for $35 per bottle, but some customers have pointed out that comparable New Zealand Sauvignon Blanc options can be purchased at a lower price point, raising questions about whether As Ever’s branding is driving the premium.

The discussion intensified after shoppers highlighted a similar Marlborough Sauvignon Blanc sold by British retailer Laithwaites for around $21. The comparison has led critics to question whether Markle ’s name and the As Ever label are enough to justify the difference.

A source familiar with the reaction told RadarOnline.com the comparisons were unavoidable given the type of product Markle has chosen to launch.

“Meghan is positioning As Ever as an aspirational lifestyle label rather than trying to compete with supermarket or high-street pricing, but inevitably people are going to make comparisons,” the source said.

“Sauvignon Blanc from Marlborough is widely available, so shoppers can very quickly see what other bottles cost and some have questioned whether Meghan’s name justifies paying significantly more.”

As Ever selling a lifestyle experience

The wine represents the latest expansion of As Ever, which Markle has built around themes of food, entertaining, and home living.

Rather than marketing the Sauvignon Blanc purely as a drink, the brand has positioned it as part of a wider experience focused on gatherings and special occasions.

“Whether poured alongside a leisurely lunch or raised in a spontaneous toast, each bottle is made for sharing,” Markle says in the product description.

Customers purchasing a case of 12 bottles are also offered three additional bottles as part of a promotional deal.

The launch follows previous As Ever products, including fruit preserves, honey, herbal teas, baking mixes, and flower sprinkles. The company developed from Markle ’s earlier American Riviera Orchard project before being rebranded ahead of its official commercial rollout.

The Duchess of Sussex has used As Ever to build on her long-standing interest in cooking and hosting, an area she previously explored through her lifestyle website The Tig.

The brand has also been closely linked to her Netflix series With Love, Meghan, where she shares recipes, entertaining ideas, and personal touches from her California lifestyle.

Supporters of the company argue that premium celebrity-backed brands often rely on more than the product itself, with packaging, storytelling, and personal connection playing a major role in the buying experience.

Celebrity brands continue facing price comparisons

The reaction to As Ever’s wine highlights a wider challenge faced by celebrity businesses. When products enter crowded markets, consumers often compare them directly with established alternatives that may offer similar features at lower prices.

Marlborough Sauvignon Blanc is produced by numerous wineries across different price ranges, meaning customers have plenty of options when deciding what represents good value.

A marketing source said the response shows the challenge Markle faces as As Ever expands.

“The latest wine release and the reaction to it show Meghan’s pricing strategy will continue facing scrutiny as consumers compare As Ever products with established alternatives,” the source said.

The debate is unlikely to disappear as As Ever continues growing its product range.

While critics question whether the brand premium is justified, the company’s strategy remains focused on selling a curated lifestyle built around Markle ’s personal identity and approach to entertaining.