Meghan Markle's new lifestyle brand, American Riviera Orchard, could hinge on a crucial factor, according to a PR guru.
The Duchess of Sussex quietly initiated her latest business endeavour back in March with the creation of an Instagram account and a website. Yet, there's been no word on when we can expect the grand opening. In recent months, Meghan has given us a sneak peek at three items anticipated to feature in her brand's lineup - strawberry jam, raspberry jam, and dog treats. At the same time, the internet is abuzz with speculation about another potential offering - a rose wine. But as of now, its launch remains unconfirmed.
A PR specialist has now offered their take on whether the Duchess's products will hit the mark and if her marketing approach will strike a chord with buyers. Speaking to the Express, Renae Smith, the brains behind the Atticism, remarked: "Determining the success of Meghan's rose 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."
