A branding expert has shared the surprising reason why Meghan Markle’s As Ever products only ship to America, and it has everything to do with her popularity and public image
Meghan Markle’s lifestyle brand As Ever continues to be a huge hit with her dedicated fans, with almost all of her products selling out in record time.
Despite the widespread popularity of her products, which range from her new rosé wine and famous jams, to flower sprinkles and a shortbread cookie mix, international followers haven’t been able to get their hands on the As Ever range, as the brand only offers US shipping.
The decision to only sell to the 50 US states has left many perplexed, especially due to the fact that Meghan called the UK home for several years during her time as a working royal. It comes after Meghan Markle’s birthday ‘gimmick’ is quietly shelved after major mistake.
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But one brand and culture expert has shed new light on why Meghan’s As Ever range isn’t available to purchase from the UK, and it may all come down to her popularity.
Expert Nick Ede told the Express that due to the Duchess of Sussex’s public perception in the UK, as well as the seemingly countless celebrity products that already line the shelves, Meghan’s products would be lacking in comparison.
He said: “I don’t think the UK is a focus for the As Ever brand as it’s driven by popularity and at the moment Meghan doesn’t have the star power in the UK that she once had.
“The idea of buying flower sprinkles is a bit alien to UK consumers. There is such a huge choice of rose wines in the UK from Kylie Minogue to Lady A that another brand just won’t drive the volume or demand that they will need to make it a success.”
As Ever has exclusively shipped only to United States addresses since its first product launch, with Meghan yet to announce any changes to include more countries to their mailing lists.
While past As Ever launches have proved incredibly successful for the Duchess, with all products selling out within a matter of hours, this week has been a different story. Meghan announced the release of the new 2024 vintage rose wine just last week, with fans eagerly scrambling to get their hands on the tipple.
However, her loyal fans didn’t need to rush to the site to secure their bottles of wine, as days after the release, the rosé is still available to purchase .
The new wine has the exact same price point as the previous batch, and is available in batches of three, six and twelve, with each bottle costing £22 ($30) and sold at £66 ($90), £116 ($159) and £218 ($300) respectively.
The As Ever brand appeared to explain the non-sell out by posting a video on its social media page of a bottle of the rosé being poured into a branded glass with the caption: “We made so much more this round, and yet it’s still going fast! Don’t miss out.”
