Royal | News - Prince Ricardo De La Cerda
The success of Meghan Markle’s lifestyle brand American Riviera Orchard will depend on one condition, a PR expert has claimed.
The Duchess of Sussex soft launched her new business venture all the way back in March by launching an Instagram page and website. However, no update has been given as to when the official launch will take place.
Over the course of the past few months, Meghan has teased us with the debut of three products expected to be sold under her new brand – strawberry jam, raspberry jam and dog biscuits. Meanwhile, rumours have been circulating online over another product set to hit the shelves when the brand officially launches – rose wine. However, its release has not been confirmed yet.
Now a PR expert has weighed in on whether the Duchess’s products will be a success and whether her branding strategy will resonate well with her potential customers.
Renae Smith, founder and director of the Atticism, told Express.co.uk: “Determining the success of Meghan’s rosé wine launch is challenging, given the crowded market of celebrity-endorsed wines.
“It’s unlikely to target the premium wine connoisseurs but rather aims for a mid-market segment. The product appeals to Meghan’s followers who appreciate (and possibly sympathise with) her brand and story.
“The eclectic mix of products—jams, dog biscuits, and now wine—suggests a comprehensive target demographic: individuals who are home-oriented, enjoy baking, have pets, and cherish aspirational home-maker lifestyle narratives.”
However, the expert cautioned the Duchess that her products’ success will depend on one condition.
Ms Smith explained: “The success will hinge on how well the brand story is communicated and resonates with this audience.
“From a PR standpoint, introducing jams and dog biscuits before launching the wine is unconventional but strategic if viewed through the lens of brand alignment.
“This approach allows Meghan to capture and test various audience segments, building a cohesive brand narrative that is both relatable and approachable. The diverse product range helps maintain engagement and interest, creating a holistic lifestyle brand rather than a single product line.
“However, consistent communication and engagement are essential to keep the audience interested throughout this period.”