The Big Theme These Days: Incrementality

Dear Client: "For us, it's all about the portfolio" and "incrementality", says A-B sales chief and former Marine and CIA agent Brendan Whitworth. Indeed, Brendan echoed those sentiments several times during his presentation last week at the Beer Insights Conference, a theme that recurred in others' presos as well. And to what purpose? Brendan stressed that A-B's main prerogative is to bring in new drinkers to the beer category.   "The definition of incrementality is wide open," laments Brendan. But