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 Velvet Swing" (1955) and "Rally Round the Flag, Boys!" (1958). While she continued to make films in the US and the UK throughout the 1960s, she also guest-starred in an episode of "" in 1967 named "The City on the Edge of Forever", as Edith Keeler. Her career languished in the 1970s, when she appeared in a number of horror films. Near the end of the decade, she starred in two softcore pornographic films based on best-selling novels by her younger sister Jackie Collins: "The Stud" (1978) and its sequel "The Bitch" (1979). She began appearing on stage, playing the