History
Rich Prosecco’s history
The idea of filling Prosecco into cans came during the millennium celebrations, in 2000 in Ischgl. It was only a question of time until the first test cans were introduced. Today however, it’s not possible to imagine the beverage market without Rich Prosecco.
The turn of the millennium was a unique event in Ischgl. The village became a huge party venue, where people from all over the world were celebrating and dancing. There was only one problem: how would it be possible to keep so many people supplied with drinks to supplement their celebrations. This problem prompted hotelier Günther Aloys to think of filling champagne into cans, exactly at that time.
From the idea to the first can
In 2002 the first test cans were introduced with specially produced labels and pre-filled with champagne, prosecco and Bellini. However, it took a further two years until the vision of mass-producing prosecco-filled cans, and creating a new convenience and lifestyle product, was realised. Then, the new product had to be promoted by Aloys. The prosecco-in-cans had to become known not only in Austria but also across borders. There was only one celebrity testimonial, who could present Günther Aloys’ new drink convincingly – Paris Hilton.
Milestones
Millenium Günther Aloys had the vision of filling champagne or sparkling wine into cans, to create a premium convenience beverage.
2002 first test filling with wine and sparkling wine
2003–2005 can lamination development as well as necessary filling technique
2006 RICH Prosecco product launch
2007 over7 million cans already sold plus expansion of product range with RICH Royal and RICH Passion
2009 the founding of RICH AG. A change in legislation banning the putting of prosecco into cans
2010 total product re-launch. Introduction of RICH Secco in cans to compensate for RICH Prosecco having to be withdrawn. Product range expansion with RICH Secco Rosé and RICH Venice, RICH Fire, RICH Ice and RICH Vampire. Process of planning new products RICH Zéro and RICH Champers as well as bottled RICH Prosecco and RICH Secco Rosé
