Northern Italy's Prosecco DOC Consorzio di Tutela di Conegliano Valdobbiadene, the official body controlling the production of DOC Prosecco, is up in arms over the imminent launch of an Austrian canned non-DOC Prosecco under the name Rich Prosecco.

According to Giancarlo Vettorello, director of the Consorzio this could be a case of fraud. "Right now our lawyers are discussing the issues," said Vetorello. "Our concern is the damage this may cause to the image of our authentic product which comes from the DOC area of Conegliano Valdobbiadene, in the province of Treviso."

Rich Prosecco produced under the IGT appellation, in the province of Treviso, is sold in bulk by the Cantina Sociale Colli del Soligo to the Austrian company G.A. Workshop gmbh. Paris Hilton,well-known daughter of the proprietor of the Hilton Hotel chain, is heading up the publicity campaign for the wine.

"The only way the DOC will be able to protect its authenticity, is by limiting the use of the name Prosecco to the authentic area of production, which is the DOC area of Conegliano Valdobbiadene, and it's time the region of Veneto did something about enforcing this law," concluded Vettorello.