American brand experts have discussed the handling of Meghan Markle’s brand launch for As Ever, and believe the launch and concept of her lifestyle business has been one of the worst they have ever seen. Canadian lawyer, Phillip Millar, and California marketing executive, Camille Moore, have discussed The Duchess of Sussex on podcast ‘The Art of the Brand’.

On the episode, ‘The Royal Disaster of Meghan Markle‘s brand’, Mr Millar exclaimed: “Meghan Markle sucks as far as I’m concerned.” He claimed: “It [As Ever] is run by a confederacy of dunces working on this platform that is just getting maximising the value from her fame that came from Suits and being a part of the Royal Family, and they’re just milking that for everything they can”.

He jokingly added: “I can’t think of anything more enticing than to get on a waitlist for frikking jam.”

He further complained: “She’s not substantial. I’m agitated by her so much because it is a deliberate misrepresentation of what she is because she thinks she can pretend to be that while actually being this and sucker people into buying her stuff and every step of the way she’s failing because it’s not legitimate. It’s not intelligent. It’s not well executed.

Mr Millar also argued that investors including Netflix appear to have failed to ask serious questions of Meghan before the launch.

He said: “There’s an egocentric approach to it that if you achieve some level of celebrity, you think you can build a brand, but that’s the start of your brand. You can make short-term money from it, but it’s not a long-term strategy”.

Meghan’s As Ever brand was originally known as American Riviera Orchard, after the area in which they live, but Meghan re-branded earlier this year. She has since sold a variety of items including fruit spreads, flower sprinkles and cookie mix.

The brand expert also believes Meghan has failed to see what she really is, a “disruptor” rather than a homemaker. He said: “Her brand should be I’m a disruptor. I go into TV. I make noise. I go into the Royal Family. I make noise. She should brand herself as a rebel, but she’s not consistent with what she is.

“She should be a disruptor and sell products that are not that expensive and that represent disruption, but that audience is not spending a lot of money”.

Howver, the latest product release from Meghan Markle‘s brand was a hit and the item was Napa Valley rosé which sold out within an hour on July 1. Before selling out, customers were able to purchase three bottles for £66 [$90], six bottles for £117 [$159], and 12 bottles for £222 [$300].

Containing 14.5 percent alcohol in a 750ML bottle, the As Ever rosé was described on the bottle as a “delicately balanced rosé with soft notes of stone fruit, gentle minerality, and a lasting finish.”

Since the Duchess of Sussex launched her personal social media handle on January 1, 2025, she has regularly posted family updates too, as well as pomoting her brand’s page.

Meghan Markle returned to Instagram after deactivating her accounts in January 2018, just months after getting engaged to Prince Harry.