Winemakers say Paris Hilton unfit for Prosecco

Paris Hilton's champagne ad [Agencies]

Last year she spent more than three weeks in jail for violating probation in a drunk-driving case.

"Paris Hilton is sensationalism. It's not good. It's not adequate for Prosecco," Brunetta said.

The association is planning two meetings next week to decide on ways to protect the Prosecco name and insure that any company selling Prosecco is actually using wine made from the Treviso area.

"Without stricter rules, Rich Prosecco or another company could sell Prosecco made in Brazil or wherever," Brunetta said.

That's not going to stop Rich Prosecco, which says it sources its wine from the Treviso area.

"We follow exactly European laws, which are very strict, especially concerning wine," said Rich Prosecco Chief Executive and owner Gunther Aloys, who founded the company in 2006 in the Austrian ski resort of Ischgl.

To respect wine laws, Rich Prosecco's two fruit varieties, with a lower alcohol content and called Rich Passion and Rich Royal, are not labelled Prosecco.

Last year Rich Prosecco sold 10 million cans, primarily in Germany but also in China, India and South Korea, for about 2 euros (about $3) a can.