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 at the Liverpool Collegiate School (1939–46). His ambition was to go to university to read modern languages and become a teacher. However, his father, who served as a voluntary ambulanceman during the Second World War, was killed in an air raid in 1941 and Rossiter had to support his mother. He therefore could not take up the place he had been offered at Liverpool University. Instead he did his National Service as a sergeant, initially in the Intelligence Corps, then in the Army Education Corps, spending much of the time in Germany writing letters home for other soldiers. After being