Weak sales of Meghan Markle’s As Ever wine blamed for Netflix axing $100M deal with her and Prince Harry

LOS ANGELES, CALIFORNIA: Prince Harry and Meghan Markle’s $100 million Netflix deal is reportedly on the chopping block, as the streaming giant quietly moves to end the partnership amid disappointing viewership, weak brand traction, and waning public interest. 

At the center of the fallout is Meghan’s lifestyle venture As Ever, which includes products like rose wine and jam that insiders say have failed to resonate with consumers, despite claims of quick sell-outs. 

Behind the scenes, Hollywood insiders and Netflix sources suggest the royal couple's star power is fading fast, with one blunt assessment claiming, “No one in Hollywood rates them anymore.”

Prince Harry and Meghan Markle face a major blow to their $100M Netflix deal

Another major blow to Prince Harry and Meghan Markle’s $100 million Netflix deal reportedly stems from poor sales of Meghan’s Napa Valley wine, which insiders say is underperforming with “no great demand.” 

According to a source, it’s yet another “nail in the coffin” for the royal couple’s media ambitions.

The Duke and Duchess of Sussex are also said to be losing their appeal among Hollywood’s elite, particularly Meghan, once a star of 'Suits.'

A source quoted by DailyMail claimed, “No one in Hollywood rates them anymore or wants to be around them, especially her,” adding bluntly, “People are bored with them.”

Netflix, which partnered with Meghan’s As Ever brand, is believed to have quietly declined to renew the couple’s five-year, $100 million contract in September, following the underperformance of their two most recent shows.

Despite high expectations and a strong platform, Meghan’s lifestyle series 'With Love, Meghan' failed to attract viewers, with insiders describing the show’s performance as “dismal.” As a result, no further episodes are planned.

The show didn’t make it into Netflix’s top 300 programs in the first half of 2025 and was significantly outperformed by multiple seasons of 'Suits,' the very series that launched Meghan’s career. Meanwhile, Prince Harry’s documentary 'Polo' fared even worse, ranking 3,436 out of 7,000 shows, with just 500,000 views.

Netflix had also supported Meghan’s lifestyle brand by helping launch and promote several products, including her jam, made by the platform’s preferred suppliers. However, with both content and product ventures falling flat, the future of the Sussexes’ media partnership appears increasingly uncertain.

A source close to Meghan Markle's As Ever said: 'The wine isn't selling'

An insider at Netflix has revealed that Meghan Markle’s As Ever rose, marketed as a wine that "captures the essence of sun-drenched outdoor moments," has failed to generate significant interest.

“The wine isn’t selling,” the source stated bluntly, adding, “There’s no great demand whatsoever.”

While As Ever claimed the wine sold out within an hour, the insider dismissed the claim, pointing out it was only produced in limited quantities. “It’s small batch,” they said, implying the quick sell-out was due more to low volume than high demand.

Netflix insiders reportedly believe the wine’s lackluster launch highlights a broader issue, Meghan’s products lack mass-market appeal. As a result, the possibility of securing a larger retail distribution deal, through supermarkets or department stores, is seen as increasingly unlikely.

Compounding the issue is the steep price point. Customers were required to purchase a minimum of three bottles for $90, with bundles going up to $300 for a dozen. After adding $20 in shipping and taxes, the minimum spend exceeded $119, pricing that may have discouraged wider consumer interest.

The year 2025 had been framed as a relaunch for the Sussexes, with Meghan debuting her lifestyle brand and new TV show. The couple made public appearances at several high-profile events, including multiple Beyonce concerts, and Meghan’s Instagram briefly saw renewed activity, featuring personal family videos, including one of her dancing while heavily pregnant.

However, the momentum has since slowed. “Meghan hasn't posted on her own socials for nearly a month,” the Netflix insider told MailOnline. “The issue is that there's no consistency and people are bored with them."

While other celebrities use periods of silence to quietly build their brands, the insider noted that Harry and Meghan seem increasingly directionless. 

They added, “The Netflix deal not being renewed will have a big impact on them as they are running out of options of who will work with them and reap in the future."

The As Ever brand reportedly still has a loyal fan base and a solid newsletter subscriber list, but without steady output and meaningful engagement, the insider warned that “the novelty is wearing off now for most."

Although there has been no official statement from the Duke and Duchess of Sussex, a source told The Sun that “there’s no animosity from either side” regarding the end of their Netflix partnership, adding, “Things have just run their course.”

According to insiders, "Netflix execs are well aware Meghan's priority now is her own brand, and they won't play second fiddle to that."

Earlier this week, a source bluntly declared that Meghan and Harry’s hopes for a renewed deal with the streaming giant are “dead.”