Rich Prosecco arrives in UK with Hilton tour

Paris Hilton, the socialite heir to the Hilton hotel chain, will tour the country next month to promote the UK launch of Rich Prosecco, a sparking Italian wine in a can.

Hilton has been promoting the product on the continent, where her duties included “hosting” a Rich Prosecco Sundown Beach Party for 100,000 people in Palma de Mallorca, Spain.

The brand, created by Austrian entrepreneur and hotelier Günther Aloys, was launched in Germany in February. Aloys claims it has already sold more than 10 million cans across Europe.

Rich Prosecco UK has been set up to handle sales and marketing for the product, and an integrated marketing campaign has been created by Kent-based agency Coasis.

The agency is currently helping the UK firm to recruit distributors and outlets and is seeking venues for the Paris Hilton tour. Aloys says Hilton was chosen because “no one represents a light and carefree lust for life so convincingly and glamorously”.

The drink is Italian sparkling Prosecco with a strength of 10.5% abv. Cans contain 200ml, and the company plans to launch limited edition collectible cans as part of the promotional push. It costs between â¬2 and â¬2.20 (&£1.30-&£1.50).

Hilton shot to fame in the US reality TV series The Simple Life, and has since opened a nightclub in Florida, and launched a jewellery line and her own perfume.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here