Major boost for Meghan Markle’s American Riviera Orchard brand but she still has ‘one big problem’, claims brand expert
WE’VE had jams and dog treats – and now Meghan Markle could add wine to her new lifestyle brand, American Riviera Orchard.
The Duchess of Sussex is reportedly planning to launch a bottle of rosé and it’ll be the first item available for the public to buy, according to the Daily Mail.
Meghan is known to be fond of the tipple, naming her now-defunct blog The Tig after her favourite wine, Tignanello, and drinking wine on her first date with Prince Harry at Soho House back in 2016.
A branding expert has shared how it is a strategic move for the mum-of-two, and it could be more lucrative than jam.
Branding strategic Lucie Green told Fabulous: “Rose has become a hot sector for celebrities to launch their own brands in.
“It’s a segment that has broad consumer appeal and many leading brands are focusing on concept and lifestyle vs connoisseur wine drinkers.
“In that sense, it’s almost perfect for a budding lifestyle brand like Markle’s.”
If Meghan launches her own wine range, she’ll be following in the footsteps of numerous A-listers who also have branded bottles, including Cameron Diaz, George Clooney, Brad Pitt and Kylie Minogue.
Jay-Z famously owned Armand de Brignac Champagne before selling a 50 per cent stake for a reported $300million.
According to the Mail, Meghan is expected to sell bedding pillows, soaps, home décor, fragrances, cookbooks and cookie mixes on American Rivera Orchard in due course.
However, Lucie shared how the delay in selling could be down to Meghan trying to find investors for the company.
So far, the Duchess of Sussex has sent branded jams to over 50 friends and influencers, including to Chrissy Teigen, Heather Dorak, Tracy Robbins and Kris Jenner.
She shared: “I imagine the pop-ups and the seeding, and a series of dinners will continue until some kind of official launch.
“It could be that she’s still courting investment.
“If the brand is direct to consumer, versus wholesale, there will need to be a substantial marketing budget for consumer acquisition.
“It’s unclear what leadership she has in place at this point, too.
“It could be that the jams were the precursor and example to show proof of concept to talent and investors.”
While royal fans are yet to be able to buy any of Meghan’s products, Lucie said the jam promotions have gone a long way for drumming up excitement.
She added: “I think in the sense that they’ve proven the brand is happening, not just a press release – the jams have been a success.
“And there’s something smart and strategic to starting simple, but targeted, in terms of the influencers and celebrities she sent them to.”
Meghan announced she was launching American Riviera Orchard in March, and teased it on Instagram.
According to a report from Page Six, Meghan’s company will focus on home, garden, food, and general lifestyle content.
What is Meghan Markle’s new business?
Meghan Markle has launched a new Instagram brand called American Riviera Orchard.
Industry insiders said the site will focus on home, food, garden and lifestyle goods.
A source told the Mail: “It’s a lifestyle and cooking brand called American Riviera Orchard.
“The brand is meant to coincide with the launch of a new cookery show for Netflix.
“Meghan will be making, and selling, products such as jams. And at some point there will be a book and blog etc.”
The brand will reportedly sell home goods, such as cookbooks, food and kitchenware.
A trademark application for ‘American Riviera Orchard’ showed Meghan could sell cutlery, decanters, legume-based spreads and even napkin rings.
One source said: “She’s been working on this for over a year and it’s all the things that are close to her heart — all the things she’s passionate about.”
Many royal fans have posted their enthusiasm for the launch on social media, with one saying: “So excited for these lovely heavenly jams from American Riviera Orchard, a wellness brand I will subscribe to!”
Another added: “The more things they add to the list of potential products for American Riviera Orchard, the more excited I get. I’ll buy everything there.”