The royal touch

The always entertaining “Under the Influence” podcast has an episode this season that discusses Royal Warrants.  These warrants are awarded to companies that supply goods and services to senior members of Britain’s Royal Family.

Brands can display these warrants on their packaging, billboards, or anything else, and they reportedly boost revenue domestically by up to 10 percent.  

When the grantor dies, the warrant is voided, although brands can continue to display it for up to two years, at which time it is either removed or updated to reflect the name of the new grantor.  More than 800 grantees were thus affected by Queen Elizabeth’s death, and they’re now waiting and hoping that King Charles or someone else will renew their warrant. 

Who holds royal warrants?  A lot of the names you might expect – Wedgewood, Tanqueray, Cartier, Aston Martin.  But also some you might not expect.  They Royals are people, too, and they have mundane needs and tastes like the rest of us.  So, Heinz Baked Beans has a Royal Warrant.  So does Continental Dry Cleaners and Launderers and Presley Pest Control.  

You lose your warrant if the Royal Family stops using your services or if you are not sufficiently discreet about the family.  For example, the maker of the Queen’s underwear lost its Royal Warrant after the company’s director penned an autobiography, Storm in a D Cup, that revealed a little too much about the royals.

Royal Warrants aren’t considered endorsements – but they really are, aren’t they?  I wonder what the unconscious meaning of the Royal Warrant is for everyday consumers.  Is it a guarantee of quality?  And/or do people feel a touch of royalty themselves when they use the product?