Celebrity chef Jameson Stocks has weighed in on Meghan Markle’s latest wine release, part of her As Ever lifestyle brand, accusing the Duchess of Sussex of “exploiting everyday people” and using her royal connections as a marketing tool. Stocks, who has cooked for King Charles III, expressed his concerns to The Daily Express, claiming that Meghan’s business model “completely misses the mark” and caters solely to the wealthy, alienating the broader public.
The As Ever wine collection, which includes a £26 ($35) Marlborough Sauvignon Blanc and a £70 ($89) Napa Valley Brut, has sparked significant debate. Stocks was quick to highlight the disconnect between the luxury pricing and the concept of “everyday elegance” that Meghan’s brand purports to offer. He argued, “Maybe in Napa Valley or California people will pay them prices – they’re obviously her target market. But if it comes down to buying baby food, paying for heating, and being able to actually go to work, the vast majority would pass on a £30 ‘everyday’ bottle of wine, I am sure—even if it is Meghan Markle branded.”
Stocks contended that Meghan’s latest wine range underscored how her brand has become increasingly detached from the people she once claimed to represent. He further criticized her for promoting products that appear out of reach for most people, stating that her brand is built for “the minority who can actually afford it,” contrasting this with his own approach, where he aims to make his offerings “accessible and affordable to the majority.”
When asked about what Prince William and Princess Kate might think of Meghan’s luxury holiday collection, Stocks did not hold back. He noted that, regardless of royal ties, any family would likely disapprove of profiting off a family name, adding, “Admiration comes with class and the way you hold up as a person.”
The Duchess of Sussex’s holiday collection, launched in time for the festive season, features items like £49 honey, £50 candles, £13 spice kits, and “signature fruit spread.” Stocks took aim at these luxury products, suggesting that Meghan is turning “anything into a luxury wellness product if she can make a huge mark on it,” and humorously predicted that she may soon be selling “Californian air in a jar.”
Stocks went even further, speculating that the late Queen Elizabeth II would have found Meghan’s approach distasteful, saying, “I think the Queen would feel that she is exploiting the ‘everyday’ people and using the royals as a marketing tool to sell jam.”
While Meghan’s As Ever brand continues to gain attention, particularly among wealthier consumers, Stocks’ comments highlight the ongoing criticism of the Duchess’s shift from royal duties to high-end business ventures, raising questions about the balance between luxury branding and public perception.
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