Italian Prosecco makers are completamente ubriaco over an Austrian company’s ad campaign for its canned, fruity Prosecco. The ads for Rich Prosecco, which all feature Paris Hilton in her element, do not project the appropriate image for the sparkling wine, says Fulvio Brunetta, president of the wine growers association of Treviso, where Prosecco is made.

Brunetta explained to Reuters that “Hilton hotels are a sign of quality; Paris Hilton is sensationalism. It’s not good. It’s not adequate for Prosecco.” Though Rich insists that it sources its Prosecco from the Treviso area, Brunetta says that the association is planning to take some action to regulate image Prosecco’s image.

UPDATE: In a recent dispatch, Times of London correspondent Richard Owen sent this important clarification of the situation: “On the whole Italians do not object to seeing Ms. Hilton in the nude. What has caused anger is that she has not only used the name “prosecco”, which Italians regard as their copyright, but also — sacrilegiously — put the drink in a can and mixed it with fruit juice.”

Reference: What is Prosecco?

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