Get Your Smooth On

New Malternative From Seagram Rolling OutUnited States Beverage, who has been marketing Seagram's Coolers since March of last year, announced last week it is rolling out a new malternative, Seagram's Smooth from Pernod Ricard, with a somewhat different strategy than other spirit-branded rollouts. It's the first citrus spirit-branded malternative to roll out since Bacardi O3. It will be interesting to see how it fares without heavy media in a somewhat crowded marketplace, although early distribs are reporting some brisk trial.