The £98,000 Wine Pitch

The Duchess of Sussex, Meghan Markle, has once again made headlines with a new promotional video for her lifestyle brand, As Ever. In the eight-second clip, she showcases a trio of wines, including a sauvignon blanc and Brut, while wearing an ensemble estimated to be worth approximately £98,000.

The advertisement, captioned 'For gathering all summer long,' features Meghan pouring glasses of wine and aiming to evoke a sophisticated yet approachable hostess persona.

The outfit includes a butter-yellow blazer from the French luxury label Celine, retailing for about £2,600, layered over a £295 cream cashmere tank top from Co. She pairs this with cropped white trousers, a brown belt, and white 'Catherine' mules from Veronica Beard, priced at £260-a style name that notably shares its moniker with her sister-in-law, Catherine, the Princess of Wales.

The jewelry she wears is a significant part of the ensemble's value, comprising several high-end pieces, including her mother-in-law Princess Diana's gold Cartier Tank Francaise watch, a Cartier Love bracelet worth £5,800, the brand's Juste un Clou necklace valued at £15,500, what appears to be a £17,700 Cartier tennis bracelet first debuted shortly after her wedding to Prince Harry, and a £56,000 pinky ring from Lorraine Schwartz,known as the 'Essential Lines Bracelet,' a white gold and diamond piece available only by special order.

An Echo of Sydney's 2024 Institutional Buy-up

The promotion of As Ever's wines marks a strategic expansion for the Duchess's business venture. The brand initially entered the wine market last July with the launch of a 2023 Napa Valley Rosé, priced at $35.

A press release at the time stated: 'This debut rosé marks the beginning of As Ever's thoughtful expansion into wine, with a Méthode Champenoise Napa Valley sparkling wine planned for the near future and additional varietals to follow.'

However, the brand implemented a three-bottle minimum purchase policy, meaning customers had to spend $119 including shipping and taxes to try the wine.

Who is the Unnamed Buyer?

The recent trend in the brand's marketing includes partnering with external influencers, a tactic that has generated mixed reactions.

On Monday, As Ever posted a Reel on Instagram featuring New York-based influencer Olivia McDowell, who has under 250,000 followers.

In the video, McDowell prepares cucumber sandwiches, decorates croissants with edible flowers, and uses As Ever's raspberry jam and a hibiscus tea, while sharing three 'summer hosting tips.'

Her style was casual, in a grey t-shirt and cream trousers, and she echoed themes reminiscent of Meghan's previous content, such as engaging the senses and keeping menus simple.

She praised the products, calling the tea 'bright and beautiful' and saying the candle 'turns my home into a garden.'

While McDowell called the collaboration a 'dream,' some users on platform X commented critically, questioning why Meghan was outsourcing content and suggesting she could have created a similar video herself.

What Auditors Flagged in the May Filing

The partnership with McDowell, and the subsequent video featuring Meghan herself, illustrate the brand's dual approach to promotion, balancing personal branding with influencer outreach to broaden its appeal.

However, the brand's marketing choices have raised eyebrows, with some users questioning the need for external influencers and suggesting that Meghan could have created similar content herself.

The scrutiny surrounding the brand's marketing choices highlights the public's expectation for Meghan's direct involvement and the importance of maintaining a personal touch in her branding efforts.