In this enduring quest for engagement, one aspect of buying and selling continues accelerating: e-commerce. According to eMarketer, the U.S. currently has 217 million online shoppers – more than 66% of the total population. How can marketers best tap into the e-commerce boom? Ironically, the most effective route to engaging online consumers lies in marrying a 200-year-old marketing tradition with e-commerce. Called e-commerce product sampling, it’s being adopted by leading brands and retailers.

Hobgoblin, one of the UK’s leading beer brands, is now available in a 5-liter Ardagh Group beer mini keg for both its Ruby and Gold versions. The brand’s owner, Marston’s, chose the Ardagh keg because of its new, smoother “pull and tap” action. This innovation is intended to provide home consumers the same experience of a pint being poured in their favorite pub.