Meghan Markle exposed over her shocking tactics to sell ‘As Ever' products

Meghan Markle’s approach towards her lifestyle brand has sparked the curiosity of the CEO of Go Up Edward Coram James.

He spoke to Express.co.uk about the Duchess’ plans for expansion as well as her two-time sell out and said, “she sold out her rosé in just an hour, and let’s be honest, this isn’t Glastonbury or some once-in-a-lifetime event. It’s just another nice rosé, not exactly groundbreaking or revolutionary, no offence to her!”

While the expert acknowledged her loyal fans who seem to “follow her every move,” he admitted that a big part of it is the per bottle order limit being set to three at minimum. As “That tells me the buyers are a pretty specific demographic, making it unlikely that she released huge quantities in the first place.”

“On one hand, limited quantities often reflect a genuine commitment to quality, and small-batch, artisanal production means fewer bottles but more care and craftsmanship.” But “on the other hand, the marketing power of scarcity can’t be ignored” because “limited availability creates exclusivity and makes people want it even more. It’s classic scarcity marketing.”

Before signing off he also offered his personal feelings on the approach and admitted, “for a new brand like Meghan’s, this strategy helps position it as premium and highly desirable, especially in a market that’s already crowded with countless wine options.”

This comes especially since Meghan has always been known for her love of wine, her lifestyle blog The Tig was also named after one of her favorites so even though “she's not an expert,” Mr Coram James added, “she doesn't need to be for this to work.”