UPDATE: Meghan Markle is set to launch her highly anticipated second wine, a 2024 Napa Valley Rosé, next week, with experts pointing to pop icon Kylie Minogue as a potential blueprint for success. The Duchess of Sussex’s online shop, As Ever, recently garnered over 500,000 page views during the launch of her first wine, which sold out on July 1, 2023.
Despite the overwhelming interest, demand far exceeds supply, leading to products selling out within minutes of release. This surge in popularity presents a dual-edged sword, as experts warn that Markle is missing out on substantial profits due to limited production capabilities.
Brand and culture expert Nick Ede emphasized the success of Minogue’s wine brand, which has sold an impressive 21 million bottles over five years. He noted that with an estimated profit of £5 (approximately $6.50) per bottle, the potential earnings are enormous if executed effectively. “People are buying Kylie Minogue wines because they see it in supermarkets and it looks quite glamorous,” Ede stated.
Currently, Markle’s wine is only available in the U.S. through her website, with a minimum purchase of $90 for three bottles, plus an additional $20 for shipping, totaling $110. This pricing strategy limits accessibility compared to Minogue’s wines, which retail for around £10 (about $13) and are available in 31 countries.
Ede also critiqued Markle’s marketing approach, asserting that her Instagram presence lacks engagement, with few recent posts and content primarily focused on reposting recipes rather than promoting the brand. “It feels like there keeps on being these stop starts. It’s not a consistent brand yet,” he said, highlighting the need for a more cohesive marketing strategy.
As excitement builds for the launch of the new Rosé, experts suggest that if Markle can enhance her supply chain to meet demand, she could significantly increase her revenue. “A focus on wine is the right direction for Meghan,” Ede concluded.
Markle’s upcoming launch is crucial as she navigates the competitive wine market. As anticipation grows, all eyes will be on her ability to capitalize on this momentum.
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