Meghan Markle is debuting her first wine, and a PR expert told Newsweek that the Napa Valley rosé will likely sell out quickly.

The Duchess of Sussex launched her online shop, As Ever, on April 2, and it sold out in minutes before going two-and-a-half months with nothing available to buy.

A second batch, including 10 times the original product, was released on June 20 and sold out in minutes, leaving PR experts, including Nick Ede, warning that customers may become frustrated at how difficult it is to buy.

Already, though, Meghan has another opportunity to offer fans something to get excited about as she prepares to debut her rosé, with her asever.com website accepting sales from 8 a.m. PT on July 1.

“I’m sure we’ll see stories about the wine being sold out within seconds when that comes on sale in July,” Ede, a brand expert and cultural commentator, told Newsweek.

While that may sound like a good thing, as demand is clearly important to any business, he warned that customers may expect to be able to replenish their supplies when they run out, not only of the wine but also the rest of her stock, from jams to edible flower sprinkles and herbal teas.

“From a business point of view, it’s actually important now to have consistency,” he said. “If you think about how much we consume jam, and you can’t get another for about two or three months—that doesn’t really make commercial sense.

“You want to purchase things when you want them. That’s what we’re all about—instant gratification.”

Unlike luxury fashion or high-end accessories, where scarcity is often a deliberate strategy to generate buzz, products like jam and wine fall into the realm of everyday indulgences.

They are meant to be consumed and replaced. And in that sense, Ede suggests, Meghan’s current approach risks alienating a broader customer base.

“These are not particularly high-value items,” he said. “It’s not like you’re waiting for a Birkin bag or a Louis Vuitton scarf that’s £2,000 with a waiting list because it’s a limited edition.

“This is jam and flower sprinkles. They’ve got to get to a time when they can fulfill all the demand and there’s still the opportunity for people to go on, if they’re curious, and buy the product too.”

Meghan has spoken before, on the Aspire with Emma Grede podcast, about how her idea began as a food stall at a farmer’s market before expanding in stages. That may give a clue about where the supply shortage comes from, if her jams and flower sprinkles were homemade, in keeping with the rustic aesthetic on labels and branding.

Ede expressed sympathy with a desire not to lose that charm by bringing in a contractor to boost demand, for example.

“I think for her, it’s all about authenticity now,” he said. “And I think it would potentially cheapen that product if it becomes too mass market. What they do want to do is keep it where it feels like there are small batches, and they’re all quite artisan in their feel and look.

“It would be a shame for her to sell out on that. But if you are partnering with Netflix and you have the reach of Meghan Markle and you’re in America, you need to think about scale right at the beginning.

“It’s about the demand. And if the demand is there, she might have to look for different suppliers. She might have to look at different products. But there needs to now be consistency—and it feels that’s missing from what she’s doing.”

He points to the case of Markle’s apricot jam, which sparked online interest but quickly sold out.

“You look at it and think, ‘Let’s try her apricot jam.’ But you can’t get it,” Ede said.

That said, unless Meghan has rapidly added a vineyard to her home, she has likely outsourced the wine production to an experienced supplier with the capacity to provide a larger number of bottles.

Jack Royston is chief royal correspondent for Newsweek, based in London. You can find him on Twitter at @jack_royston and read his stories on Newsweek‘s The Royals Facebook page.

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