In late June, Meghan Markle announced that her next As Ever product drop would feature a rosé wine. But some had a problem with the date she chose to launch it.

Prince Harry’s wife revealed that her product drop would be on July 1 which, as many royal fans know, is the late Princess Diana’s birthday.

A number of royal watchers called Meghan “tone deaf” and couldn’t understand why she wanted to sell alcohol on that very day, considering that her mother-in-law died following a car crash with someone driving who was drunk and should have never gotten behind the wheel after drinking alcohol.

There’s no word if Prince Harry gave Meghan his blessing, but Prince William reportedly wasn’t happy about it at all. Here’s more on that.

Fans blasted Meghan for selling alcohol on Princess Diana’s birthday

With all the days there are in the year, it seems the ones Diana fans would have an issue with Meghan promoting her wine would on July 1 and the day the princess died, which is Aug. 31. So with 363 other days in the year, people couldn’t understand why Meghan wanted to launch her wine on July 1.

One person wrote: “It’s incredibly tacky, especially given that this is alcohol–and one of the major contributing factors in Diana’s death was alcohol. Henri Paul, who was heavily intoxicated when he got behind the wheel. Both official inquiries into the crash found him at fault. Promoting alcohol in this context feels deeply tone-deaf and disturbingly insensitive.”

A second user agreed that it’s “tone deaf” and “insensitive,” posting: “Incredibly tone deaf & deeply insensitive. I can’t even begin to fathom what William must be feeling. The damage Harry’s allowed to be done to Diana’s memory at this point is immeasurable.”

Another person added: “Pushing wine sales on the birthday of someone killed in a drunk driving accident? Seriously.”

A fourth chimed in, “The worst of this is that Diana died in a crash by an intoxicated driver. That is an epic wrong by Meghan.”

Royal source claims Prince William was ‘angry’ as well

The Duchess of Sussex’s decision to sell her wine on that very day reportedly didn’t sit well with Prince William either.

To Di For Daily podcast host Kinsey Schofield shared on Sky News Australia what she was told by a royal source after the Prince of Wales learned when Meghan was going to launch her wine.

“A source close to the royal household told me 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,” Schofield said. “When I asked if there was anger around Meghan using Diana’s birthday to promote her commercial products, they said it’s what he’s come to expect from her; he doesn’t think much of her.

“They said that William and Catherine have become quite good at ignoring the Sussexes, but anything to do with his mother is still a tender spot.”