Meghan Markle’s new lifestyle brand, American Riviera Orchard, recently launched its first product a rosé wine under the label As Ever, in partnership with Fairwinds Estate, a well-known California winery frequented by celebrities. The wine reportedly sold out quickly, but not without drawing sharp criticism, particularly over its high alcohol content.
Daily Mail columnist Jan Moir took aim at the Duchess of Sussex’s rosé, calling it “wreck the hoose juice,” a Scottish slang term for a strong alcoholic drink. The wine’s alcohol by volume (ABV) stands at 14.5%, which, while within the Napa Valley norm, is higher than the average European rosé, which typically hovers around 12.5%.
“I’m also – has another sip – getting an instant headache from Meghan, although that is nothing new. Might I just add – glug, glug – that it produces a lingering and weird aftertaste,” Moir wrote in her brutally honest review.
She continued, “‘Like blue cheese,’ said one of my fellow testers. Not sure about that, but what I do know is that in Scotland we have a name for such a potent brew: Wreck The Hoose Juice.”
Moir also criticized the wine’s strong aroma, remarking, “I have a sniff and… oof! Oh my God. Talk about the grapes of wrath. No, I don’t get apricots and peaches on the nose or anywhere else. What I get is an overwhelming blast of alcohol.”
While acknowledging that stronger wines are common in California, she concluded that Meghan’s debut product simply wasn’t to her taste. “To be scrupulously honest with you, I think Meghan’s mega wine is as rough as a scaffolder’s armpit – but that is more about personal taste than expert opinion,” she added.
Beyond the wine itself, the timing of the launch has also been criticized. Royal expert Kinsey Schofield pointed out that the product was released on July 1st, which is the birthday of the late Princess Diana. Some critics see this as a deliberate move that could stir further controversy, given the already strained relationship between Meghan and the royal family.
Despite the backlash, the brand’s quick sell-out suggests there is significant public interest in Meghan’s latest business venture—even if not everyone is toasting to the taste.
