Champagne In A Can

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Fast Facts

Product name: Rich Prosecco

Company founder: Günther Aloys

Ad campaign featuring Paris Hilton debuted late 2007

Hilton had been convicted of DUI earlier in the year

Italian sparkling wine in a can

Prosecco is the name of a white grape used to make wine of the same name

Rich Prosecco ad slogan: "Enjoy the unmatchable feeling. Sparkling, Fruity, Fresh, Ice Cold."

Available in lower alcohol versions, "Rich Passion" (passion fruit) and "Rich Royal" (strawberry and cassis fruit cocktail)

Francis Ford Coppola marketed another "Champagne in a can" in 2004

Why Paris?

According to Rich Prosecco founder Günther Aloys, "Nobody else currently embodies carefree lust for life as convincingly and glamorously as Paris Hilton. That's why she's matches Rich Prosecco so well." Another possible explanation for the use of Hilton's image may be a desire to reach a younger audience than the typical sparkling wine consumer—the TV spots feature stills of Hilton scantily clad, set to electronic dance music.