No one was surprised when Meghan Markle‘s wine sold out in under an hour. That’s because it’s the same story with every As Ever product she launches, and why she’s been accused of not restocking a large inventory and following a script of telling the public that her items always sell out quickly whenever she has a product.

Her latest product drop on July 1 featured a rosé wine. While some fans were eager to try it, they were immediately turned off by the price and how much of it they had to buy.

Here’s more on that, plus what a source is saying about the claims that Prince Harry’s wife has such a low inventory and that’s the only reason her products sell out.

Customers slam Meghan after they have to buy her ‘expensive’ wine in bulk

Fans couldn’t purchase a single bottle of Meghan’s wine as the rosé only comes in batches of three, six, and 12. Therefore, they had to buy multiple bottles that cost $30 each.

One user on X wrote: “YIKES!! Talk about Meghan Markup. Meghan Markle is forcing anyone who wants her wine to buy three bottles at least, totaling $90 + $20 in shipping. As Ever a rip-off. As Ever greedy. Is she expecting restaurants to sell this or something? Who’s going to buy 12 bottles of a wine they’ve never tested? That’s insane!”

A second person posted: “$30 a bottle? PLUS shipping? Hilarious.”

A third found it too pricy to buy writing, “$30 per bottle. Quite steep for a rosé IMO. Plus: $20 flat-rate shipping in the continental U.S. Additional shipping charges apply for Hawaii. (No, I’m not buying any).”

A fourth fumed: “What a SCAM. You have to buy 3 bottles, you cannot just buy one-and it’s $90 for 3 plus $20 shipping. With tax? Unbelievable.”

Another said, “As Ever Rosé: The Wine You Can’t Just Try Minimum 3 bottles. No transparency. Same wine, different label. Meghan Markle’s As Ever Rosé launched with curated aesthetics, vague artisan claims, and just enough mystique to imply exclusivity. But behind the elegant script font and lifestyle branding lies a wine that’s already available to the public–just with a different label and a much more reasonable price.”

Meghan’s team claims that she’s ‘deliberately taking her time to increase supply’

PR consultant, Mark Borkowski, says if Meghan’s products did indeed sell out again, then it shows a “lack of confidence” in her brand.

“Nobody wants to be left with a load of stock you can’t shift. So it shows to a certain extent a lack of confidence in their own product because if they believed in it, they would go into overproduction or a greater production line,” he said per Newsweek. “It shows they’re still unsure about the very thing that would seem to be quite successful. Anyone with a rudimentary understanding of supply and demand would think they are surprised by their success.”

An insider close to the duchess addressed the claims that the only reason she’s selling out is because she has such a low inventory, telling Newsweek: “The supply chain is constantly changing as the business is growing, as is very normal for any business that’s trying to scale. The critical thing is maintaining the quality of the product, and sure, you can just go to any bottling plant and anyone who is growing raspberries anywhere in the country and get it done really quickly.

“The reason it’s taking time is because there’s been absolutely no compromise on the quality, the ingredients, and the flavor. The rate at which the product seems to sell out regardless of the scale and the numbers, it’s proving very difficult, but that’s a great problem to have.”