Jameson Stocks has weighed in on Meghan Markle’s latest As Ever wine release, which arrived just in time for the festive season. The Duchess of Sussex’s lifestyle brand has come under renewed scrutiny – and this time, it’s celebrity chef Jameson Stocks leading the debate.
Stocks, who has previously cooked for King Charles III, accused Meghan, 44, of “exploiting everyday people” and “using the royals as a marketing tool.” Speaking exclusively to the Daily Express, he claimed her business model “completely misses the mark” and caters only to the wealthy.
The As Ever wine collection, featuring a £26 ($35) Marlborough Sauvignon Blanc and a £70 ($89) Napa Valley Brut, has sparked a royal frenzy over whether it’s truly “everyday elegance” or just luxury with a regal mark-up.
“Maybe in Napa Valley or California people will pay them prices – they’re obviously her target market,” he said.
“But if it comes down to buying baby food, paying for heating, and being able to afford 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 continued that Meghan’s latest wine range highlights how far removed her brand has become from ordinary people, and those people she claimed to once represent.
When asked what Prince William and Princess Kate might make of Meghan’s luxury holiday collection, Stocks didn’t hold back.
“Royal family or not, I don’t think any family would appreciate someone coming in and making money off the back of the family name,” he said. He continued, “Admiration comes with class and the way you hold up as a person.”
Stocks went on to compare Prince Harry’s wife’s business strategy to his own ethos as a chef and brand-builder, stressing the importance of accessibility and fairness.
“The difference between my brand and her brand is I’ve tried to build it up so it’s accessible and affordable to the majority,” he explained.
“She’s built up a brand for the minority who can actually afford it, her ethos is completely different to mine.”
The Duchess’s As Ever holiday collection features products such as £49 honey, £50 candles, and £13 spice kits along with a selection of “signature fruit spread”.
Stocks suggested the late Queen Elizabeth II would have found the approach distasteful. “I think the Queen would feel that she is exploiting the ‘everyday’ people and using the royals as a marketing tool to sell jam,” he said.
The chef concluded by taking aim at Meghan’s ever-growing list of luxury lifestyle products.
He said: “Let’s be honest, she’ll turn anything into a luxury wellness product if she can make a huge mark on it. From overpriced tea to honey – next, she’ll be selling Californian air in a jar.”
