Bear
www.goodui says “A one column layout will give you more control over your narrative. It should be able to guide your readers in a more predictable way from top to bottom. Whereas a multi column approach runs some additional risk of being distracting to the core purpose of a page. Guide people with a story and a prominent call to action at the end.” Like traditional print page layout this can dominate your message and focus the user to create a single action. Like grabbing a beer. Or heck, getting a growler!

I’m thirsty as a GRIZZLY! I WANT MY FREE GROWLER
UX: Something to consider in 2015
Using a single column layout instead of multicolumns.
Grabber