According to Ketel One, these AQR codes are designed to enhance product accessibility for consumers who are blind or have low vision, providing easier identification and access to detailed product information.
The QR codes will appear on Ketel One’s bottled Espresso Martini and Cosmopolitan products from the company’s ‘Cocktail Collection,’ which are set to hit shelves later this month. The enhanced QR codes can be detected by accessibility apps such as Microsoft Seeing AI, Be My Eyes, and Envision.
When a user who is blind or has low vision scans an AQR code, the app they are using will relay information such as the product’s category, its distance from the user, and key product details via text-to-speech and enlarged font. The app also detects key information including product details, specific allergens and can even provide recipe suggestions, all of which would normally require additional, visual assistance to obtain, according to Ketel One.
Ketel One noted that its implementation of Zappar’s AQR solution into its product labeling represents an industry-first for the spirits market, making its product information more accessible to a wider range of consumers. However, the company added that in addition to providing a more accessible product experience, the AQR codes also stand to serve as another avenue to connect consumers to the brand’s digital presence, whether it be an interactive AR campaign or a simple website landing page.
Zappar developed the AQR codes in collaboration with its charity partner, the Royal National Institute of Blind People (RNIB), to address the challenges faced by over 315 million people worldwide who are blind or have low vision. According to RNIB, nine out of ten individuals with vision impairments report difficulties in accessing important information on product packaging.
Carl Nolet Jr., an 11th-generation member of the family behind Ketel One, stated: “After learning about emerging technology in this space nearly two years ago, we were inspired to see how we could better provide product information to consumers who are blind or have low vision. And I believe we found it! We are excited to be the first spirit brand to launch this technology as it’s a powerful yet simple way to provide greater choice for all consumers through accessible product information. This addition to Ketel One’s Cocktail Collection packaging will make the product more accessible, which is something we are always striving for as we continue to innovate and evolve as a brand.”
The new packaging will be available at liquor stores across the U.S. starting this month for consumers aged 21 and older. Diageo, Ketel One’s parent company, expressed hope that this initiative will set a precedent for other brands to adopt similar accessibility measures.
Starting this month, consumers 21+ can find the new packaging on shelves at liquor stores nationwide.
