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
Joan Collins the Joan Collins Wing of the Children's Hospital of Michigan in Detroit. In 1990, she was made an honorary founding member of the National Society for the Prevention of Cruelty to Children. In 1994, Collins was awarded the lifetime achievement award from the Association of Breast Cancer Studies in Great Britain for her contribution to breast cancer awareness in the UK. Collins is patron of Fight for Sight; in 2003, she became a patron of the Shooting Star Chase Children's Hospice in Great Britain, while continuing to support several foster children in India, something she has done for the past