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 GÃ¼nther 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.