FROM SONOMA BUT SOLD AS NAPA VALLEY? THE TRUTH BEHIND MEGHAN MARKLE’S ROSÉ AND THE MARKETING GIMMICK BEHIND THE LABEL

Meghan Markle has launched a Provençal-style rosé wine under her brand, American Riviera Orchard. But while the wine’s pastel hue and elegant label are grabbing headlines, the real intrigue lies behind the bottle—in the geography, strategy, and subtle marketing choices that blend California’s wine country with royal-level branding finesse.

At first glance, the 2023 vintage rosé appears to be a classic Napa Valley release, complete with the name proudly printed on the label. But dig a little deeper and you’ll find the wine wasn’t made in Napa at all—it was crafted at the historic Kunde Family Winery in Sonoma County, and the grapes themselves were sourced from vineyards in the surrounding Sonoma region.

So why the Napa branding?

A Question of Perception

In the world of wine, Napa Valley means more than a location. It carries a certain weight: prestige, quality, and a price point that Sonoma wines often struggle to match. By bottling the rosé at a Napa-registered facility—despite being grown and vinified in Sonoma—Meghan’s team can legally use the Napa name. And from a marketing perspective, that’s a powerful move.

It’s worth noting that this is a well-trodden path in the industry. Many small or emerging labels rely on “custom crush” services—outsourcing their winemaking to certified facilities that allow for the use of high-value appellations. Napa’s name, with its global cachet, sells wine. It elevates a product from artisanal curiosity to luxury lifestyle essential, particularly for consumers less familiar with the subtle differences between California’s two premier wine regions.

A Sonoma Soul

That’s not to say this is a case of smoke and mirrors. Kunde Winery, where the wine was produced, is a storied estate in Kenwood, Sonoma Valley, known for its sustainable practices and century-long winemaking legacy. 

Strategy or Sleight of Hand?

Unsurprisingly, not everyone is toasting the decision to market a Sonoma-made wine as Napa Valley. Critics have questioned the transparency of the branding, while others see it as just another savvy move in a long line of celebrity-led products that balance storytelling with shelf appeal.

There’s also a broader conversation brewing about authenticity in luxury goods. In an age where consumers crave traceability and truth, geographic identity matters—particularly in wine, where terroir is more than a buzzword. For some, calling a Sonoma wine “Napa” is like calling a Cornish pasty a Yorkshire pie: technically allowed, but regionally misleading.

Still, from a regulatory standpoint, everything is above board. The wine qualifies under federal law to bear the Napa name due to where it was bottled, and the practice—though nuanced—is not uncommon in the trade. The key difference here is the spotlight that Meghan brings to the table. Every detail is magnified, every choice scrutinised.