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
Leonard Rossiter Midway in David Turner's play "Semi-Detached", in a production directed by Tony Richardson. The play opened on 8 June 1962 at the Belgrade Theatre in Coventry and ran for a week. During the play's second run at the Belgrade, in September 1963, the couple fell in love and moved in together, but they did not marry until 1972. Rossiter was an Everton fan. After his death it was revealed that during the early 1980s Rossiter had had a five-year relationship with the broadcaster Sue MacGregor. His wife had not been aware of the affair until she received a letter from