Cinzano of the vermouth market in Europe was measured in the low single digits, sales that placed it a distant second to Martini. As a result of a 1997 merger, Grand Metropolitan became Diageo; two years later, Diageo sold Cinzano to the privately held Gruppo Campari. The Cinzano bicycling team had a central role in the film "Breaking Away". Cinzano was well known in Britain for its humorous television advertisements featuring Leonard Rossiter and Joan Collins. One of these featured the pair on a plane journey, with Rossiter accidentally hitting the "recline" switch on Collins chair, causing her to spill a
My Friend Leonard buys the cheapest bottle of wine with the intention of drinking it. He spends the night in his car and does not drink the alcohol. James asks Leonard for thirty thousand dollars, which he uses to bury Lilly and her grandmother. Leonard had told James while they were in the treatment center that he would look out for James as though he were his son. He gives the money to James on two conditions: 1) James must agree to tell Leonard later what he did with the money, and 2) if James does decide to drink the bottle of wine