The company's rapid growth mirrors the rise of the Prosecco region, which last year produced 50 million bottles, up 14 percent from 2005, and is increasing exports to Canada and the United States, though Germans remain the top foreign buyers.

The winegrowers are concerned that Rich Prosecco may give their wine the image of a cheap fruit drink.

And then there's the cans, advertised by Paris, nude and painted in gold in one ad reminiscent of the James Bond film Goldfinger.

"In the U.S. and Australia they toast with beer bottles," Brunetta said. "That's their culture. The culture of Prosecco is one of friends meeting around a good bottle."

Rich Prosecco's Aloys says he is helping build the wine's world renown and does not understand the fuss.

"It's as if someone from Champagne would oppose us selling champagne cans with Kate Moss for example. It's just marketing and Paris Hilton is the most famous girl in the world."

Last year Paris's grandfather Barron Hilton said he would donate 97 percent of his $2.3 billion fortune to charity.

Jerry Oppenheimer, who profiled the Hilton family in his 2006 book "House of Hilton," has said Barron Hilton is embarrassed by the behavior of his socialite granddaughter Paris and believes it has sullied the family name.

Barron Hilton has not commented on the book.