EXCLUSIVE: Meghan Markle Trolled Over Wine Price as Shoppers Spot Cheaper Alternative
Meghan Markle is now facing backlash over her wine prices.
Aug. 22 2026, Published 4:00 p.m. ET
Meghan Markle is being trolled over the price of her latest As Ever wine after eagle-eyed shoppers spotted a similar New Zealand Sauvignon Blanc being sold by a British retailer for considerably less, Radaronline.com can reveal.
Markle, 45, is offering a 2024 Marlborough Sauvignon Blanc for $35 a bottle through her lifestyle brand As Ever.
Critics Question Premium On Sussex Sauvignon Blanc
Markle has faced online trolling over her brand's wine pricing.
The New Zealand white is the latest addition to the Duchess of Sussex's growing food, drink and entertaining business, but shoppers have pointed out that British wine retailer Laithwaites offers a comparable Marlborough Sauvignon Blanc for about $21, putting renewed attention on the premium attached to Markle's products.
A source familiar with the reaction told us: "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. 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."
Another insider said: "There is always going to be trolling whenever Meghan launches something, and the price has given critics an obvious target. The counterargument from the brand's perspective is that As Ever is selling an entire lifestyle around the products – the presentation, Meghan's involvement and the idea of bringing a piece of her California entertaining style into people's homes."
'Each Bottle Is Made for Sharing'
The Duchess of Sussex sells her Marlborough Sauvignon Blanc for thirty-five dollars.
Mother-of-two Markle describes her wine on the As Ever website as designed for relaxed social occasions.
"Whether poured alongside a leisurely lunch or raised in a spontaneous toast, each bottle is made for sharing," she notes on the site.
Customers buying a case of 12 bottles are also being offered three additional bottles without charge.
The Sauvignon Blanc expands the drinks side of As Ever after Markle established the company as a broader lifestyle venture centered on food, entertaining and products reflecting her personal tastes.
As Ever evolved from Markle's earlier American Riviera Orchard project, which she unveiled in 2024.
The business was subsequently renamed ahead of its commercial launch, allowing its identity to extend beyond products closely associated with the Sussexes' home in Montecito, California.
Monetizing Passion For Cooking and Hosting
As Ever evolved from Markle's earlier American Riviera Orchard project.
Markle has used As Ever to capitalize on her longstanding interest in cooking, hosting and home entertaining – themes she previously explored through her former lifestyle website, The Tig.
The brand has sold products including fruit preserves, honey, herbal teas, baking mixes and flower sprinkles, placing Markle in the increasingly competitive celebrity lifestyle market.
Its launch was also closely connected with Markle's return to lifestyle programming through her Netflix series With Love, Meghan, in which she cooks, entertains guests and shares hosting ideas from California.
Wine represents a natural extension of that image, with As Ever marketing bottles around occasions such as lunches, dinners and celebrations rather than simply presenting them as standalone alcoholic drinks.
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Marketers noted that consumer scrutiny will follow Markle's pricing strategy.
But a marketing source said: "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.
"Marlborough, on New Zealand's South Island, is internationally renowned for Sauvignon Blanc, and its wines are widely stocked at dramatically different price points..."
The insider added, "But for British shoppers tempted by Meghan's version, the comparison is particularly striking."
