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Meghan Markle sparked a royal frenzy earlier this week with the launch of her latest business venture — As Ever, Rosé. But there’s one catch: it must be purchased in minimum batches of three bottles.
Despite the premium £22 price tag and limited availability, the wine sold out in just 45 minutes — a clear sign of Prince Harry’s wife’s enduring star power. While fans scrambled to get their hands on the drink, world-renowned chef Jameson Stocks was less than impressed as he branded the launch “the great wine robbery.”
He also criticised the 43-year-old for catering solely to a high-end clientele, claiming the product lacked inclusivity and mass appeal.
Jameson, who also serves as a proud ambassador for The King’s Trust, was left astonished by the requirement for consumers to purchase the rosé in batches of three.
He argued: “Nobody knows what it tastes like,” questioning why anyone would “buy three bottles minimum,” before quipping that it could “taste like vinegar and be as bitter as her.”
The rosé works out at £22 per bottle, and while Jameson admitted the price was considerably “high,” he said he wasn’t entirely surprised.
The expert shared: “It’s similar to her other products, it’s not meant to be affordable for the general public but rather caters to a more exclusive market.”
He continued: “Having worked extensively in South Africa, a region known for producing some of the world’s finest wines, I’m confident that you can create top-quality wine at a fraction of the price she’s charging and still make a decent enough mark up per bottle.
“I collaborate regularly with vineyards and growers there, and I’m currently producing my own wine in South Africa for next year.”
Meghan’s rosé is sourced from California’s Napa Valley, known for its premium winemaking. The wine is a bespoke blend, and according to the brand’s description, it features “soft notes of stone fruit, gentle minerality, and a lasting finish.”
Jameson, who has expert knowledge of Napa Valley, acknowledged the region is “widely regarded as the wine capital of America”, adding that his connection to the area stems from his time working with the French Laundry restaurant.
The chef shared that “the quality of the wine is evident, which explains why she chose to align herself with Napa Valley’s reputation.” He suggested Meghan is producing in small batches, which may explain the fast sell-outs. As he put it: “producing large quantities of wine, prices tend to drop significantly compared to what she charges.”
Jameson criticised the Duchess for overpricing the product, calling it unfair to “overcharge her loyal fan base”, many of whom “might not be able to afford it.”
He concluded by highlighting the impact of rising global expenses: “In the current global cost of living crisis, I find it unacceptable that the price of the wine is so high.”
As Ever Rosé marks the first official product launch under Meghan’s Montecito-based brand — a hint that more curated lifestyle offerings may be on the horizon.
Fans and royal watchers alike will be watching closely to see what comes next.
