Meghan Markle’s lifestyle brand, As Ever, seemed to have set a marker for its every launch as it released its latest addition of the summer collection.
The Duchess of Sussex had launched her 2023 Napa Valley Rosé, which went on sale on July 1 – a day that also marked what would have been Princess Diana’s 64th birthday – but fans were left disappointed once again.
Despite the price tag on the liquor, the new item was sold out in less than an hour, proving a theory about Meghan’s strategy that has been heavily criticised.
The 14.5 per cent 750ml bottles were sold in sets of three for £72, half cases for £127, or full cases for £240, not including £14 shipping.
Fans were thoroughly let down during the previous two launches as they could not get their hands the items. Both launches – the April 2 drop and the one last month – were sold out in less than an hour.
In fact, some of the items were oversold, as customers were offered refunds instead of their products. Experts had pointed out that having low stock is an old strategy to boost the popularity of the brand.
“The whole story at the moment, according to her, is that it has been hugely successful because everything has sold out within the hour so people who want to get the product will be on tenterhooks following when she is going to announce there's more,” marketing expert Pauline Maclaran had told The Mirror.
“That can work quite well but I don't suppose she will reveal how limited the stock was.”
The Duchess had maintained that the team had spent extra time to make sure that they had “so much more inventory”. However, that does not appear to be the case.
