Royal source says timing of As Ever wine release "struck a nerve" with future King
Prince William is said to be deeply unsettled by Meghan Markle’s recent decision to launch her rosé wine on what would have been Princess Diana’s 64th birthday — a date of profound significance for both royal brothers.
While the Duchess of Sussex’s new As Ever wine brand received attention for its elegant release, its timing has stirred backlash due to the tragic circumstances of Diana’s death in a car crash involving a drunk driver. Royal insiders suggest the move felt painfully personal for the Prince of Wales, who has spent years honouring his mother’s legacy through projects such as his homelessness initiative, Homewards.
“It’s not lost on Prince William that Meghan has launched an alcohol brand on his mother’s birthday,” royal commentator Kinsey Schofield stated. “The very mum he lost in a drink-driving tragedy.”
According to a source, the decision “struck a nerve” with William, who viewed the launch date as highly inappropriate. “He doesn't think much of her,” the source claimed, adding that while William wasn’t surprised, the move was viewed as another instance of insensitivity.
Observers have also pointed out the emotional toll this might have on Harry himself, noting that July 1 also marks the date he first connected with Meghan — a detail he shared in his memoir, Spare.
Schofield described the timing as “borderline cruel,” suggesting the launch contradicted the personal and respectful image Meghan has aimed to build. “To claim ignorance here doesn’t hold up—it wasn’t just insensitive. It felt like a betrayal of the very narrative she’s working so hard to craft.”
As royal tensions linger, the incident appears to have further widened the emotional distance between the Sussexes and the Wales household.
