It is very likely Meghan Markle only made “limited quantities” of her Napa Valley rosé wine available, resulting in a sell-out in under just one hour, a PR pro has suggested. But this classic marketing strategy creates an aura of exclusivity and drives up demand, generating a win-win situation for the brand, Edward Coram James, CEO of Go Up, told Express.co.uk. Meghan’s rosé came in batches of three, six and twelve, with each bottle theoretically costing £22 ($30) and the batches costing £66 ($90), £116 ($159) and £218 ($300) in total.
Edward poke exclusively to Express.co.uk about the brand’s positioning, explaining: “Meghan has very limited amounts of her products. She sold out her rosé in just an hour, and let’s be honest, this isn’t Glastonbury or some once-in-a-lifetime event. It’s just another nice rosé, not exactly groundbreaking or revolutionary, no offence to her! Yes, she has loyal fans and plenty of people who follow her every move, but you can’t even buy just one bottle; it’s a minimum of three. That tells me the buyers are a pretty specific demographic, making it unlikely that she released huge quantities in the first place.”
Edward described the marketing strategy as a “smart move” and added: “On one hand, limited quantities often reflect a genuine commitment to quality, and small-batch, artisanal production means fewer bottles but more care and craftsmanship. On the other hand, the marketing power of scarcity can’t be ignored. Limited availability creates exclusivity and makes people want it even more. It’s classic scarcity marketing.”
He said: “For a new brand like Meghan’s, this strategy helps position it as premium and highly desirable, especially in a market that’s already crowded with countless wine options.”
Fans who have followed Meghan Markle from her acting in TV show, Suits, know she is a fan of alcoholic beverages, as the name of her blog was inspired by her favourite wine. Edward added: “Meghan loves a good wine; avid followers will know this from The Tig, her old lifestyle blog, and with Love Meghan. She’s not an expert, although she doesn’t need to be for this to work.
“Look at Cameron Diaz and her Avaline wines: she’s not picking the grapes or blending them herself, but working with established winemakers and lending visibility to the product. Meghan herself embodies a modern lifestyle brand, one that transcends traditional industries.”
However, some critics, blasted Meghan for the expensive price tag. One user wrote on X: “YIKES!! Talk about Meghan Markup. Meghan Markle is forcing anyone who wants her wine to buy three bottles at least, totally $90 + $20 in shipping. As ever a rip-off. As ever greedy. Is she expecting restaurants to sell this or something? Who’s going to buy 12 bottles of a wine they’ve never tested? That’s insane!”
A second account said: “$30 a bottle? PLUS shipping? Hilarious.”
A third blasted: “What a SCAM. You have to buy 3 bottles, you cannot just buy one-and it’s $90 for 3 plus $20 shipping. With tax? Unbelievable.”
But there were other who praised the Duchess for selling her wine so quickly with one writing on the same social media platform: “She did it again. Meghan’s As Ever 2023 Napa Valley Rosé is officially sold out. No royal title, no palace press team…just taste, vision, and power. Cheers to the Duchess of Success.”
