With new products and a new brand image, beverage avant-gardist RICH has once again catapulted itself into the must-haves of the lifestyle and party scene. Moreover, the slender, iconic can with its trademark golden appliqués has been given a completely new look. The RICH brand icon and ambassadress is, of course, the glamor queen Paris Hilton. The Secco, Secco Rosé, Venice Sprizz, Fire, Vampire and Ice are precisely to her taste. Lust, seduction and eroticism paired with fire, unscrupulousness, coolness and greed distinguish the “in” label. With its new sparkling wines and mixed spirits, RICH is turning the entire beverage world and all moral principles upside down.