MAKING HER MARKLE
Major boost for Meghan Markle’s American Riviera Orchard brand but she still has ‘one big problem’, claims brand expert
Experts have claimed Meghan's new product could be more lucrative than her jam
7
7
7
7
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 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 strategist Lucie Greene 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.
More on Meghan Markle
“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.
Most read in Royals
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 strawberry jams to over 50 friends and influencers, including to Chrissy Teigen, Heather Dorak, Tracy Robbins and Kris Jenner.
Meghan Markle will sell makeup, dog shampoo & yoga mats at American Riviera Orchard brand as new 'Shop Sussex' revealed
Meghan also sent two further products - raspberry jam and dog treats - to Prince Harry's polo pal Nacho Figueras.
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.”
7
7
7
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 , Meghan's company will focus on home, garden, food, and general lifestyle content.
What has Meghan Markle teased from American Riviera Orchard so far?
MEGHAN Markle launched her brand's new Instagram page in March 2024, but no products are available to buy as of yet.
Industry insiders said the site will focus on home, food, garden and lifestyle goods.
Meghan kicked off promoting American Riviera Orchard by sending 50 branded jams to friends and influencers.
Those who received a package included Chrissy Teigen, Heather Dorak, Tracy Robbins and Kris Jenner.
She later unveiled two new products from her American Riviera Orchard brand just hours before Trooping the Colour.
Polo player and close friend of Prince Harry, Nacho Figueras was treated to a jar of raspberry jam from the collection as well as a jar of luxury dog biscuits for his pooch.
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."
Read More on The Sun
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."
Topics
