(Photo by Jemal Countess/Getty Images for TIME)
Meghan Markle’s decision to launch her new rosé wine on Princess Diana’s birthday has sparked backlash from royal insiders and commentators, with many calling the move “inappropriate” and “cruel” — especially to Prince William.
According to reports, Prince William, who has been estranged from his brother Prince Harry and sister-in-law Meghan for the past three years, was especially upset by the timing of the launch. The Prince of Wales holds his late mother’s memory close and has spent years honoring her legacy through meaningful causes, including Homewards, a homelessness initiative inspired by Diana’s humanitarian work.
However, Meghan’s launch of her As Ever rosé brand on July 1 — the same day as Princess Diana’s birthday — struck a deep emotional chord. The date is particularly sensitive given the circumstances of Diana’s tragic death in 1997, caused by a car crash involving a drunk driver.
“It’s not lost on Prince William that Meghan has launched an alcohol brand on his mother’s birthday, the very mum he lost in a drink driving tragedy,” a source told royal commentator Kinsey Schofield.
When asked whether William was angry, the source responded, “It’s what he’s come to expect from her. He doesn’t think much of her.” Still, they admitted the move “struck a nerve” with the future king.
Schofield weighed in further, calling the launch “borderline cruel.”
“Timing an alcohol launch to Diana’s birthday wasn’t just a misstep, it was borderline cruel,” she said. “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.”
She added that the decision likely hurt Prince Harry as well, given his deep affection for his mother. The Sussexes have often referenced Diana as an emotional cornerstone of their work and values, making the launch timing all the more controversial.
The royal family has not issued an official response to the incident, but it appears to have further strained the already fragile relationship between the Sussexes and the House of Windsor.
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