Ketel One, a family-made vodka brand created by Nolet Distillery in the Netherlands, has introduced accessible QR codes on its packaging, claiming it to be the first spirit brand to do so.
The accessible on-bottle QR (AQR) code is designed to assist consumers who are blind or have poor vision, allowing them to easily identify products and access detailed product information.
This initiative underscores Ketel One’s commitment to delivering exceptional spirits to all cocktail enthusiasts.
The AQR codes will be featured on Ketel One Vodka’s bottled Espresso Martini and Cosmopolitan products from The Cocktail Collection, set to hit shelves this month.
This technology is compatible with leading accessibility apps such as Microsoft Seeing AI, Be My Eyes, and Envision, enabling users to unlock distance detection and obtain product information by scanning the AQR code.
Upon scanning, the user’s phone will announce the product category and its physical distance from the user, utilising text-to-speech and enhanced font size.
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The AQR code also offers an additional way to connect all consumers to a brand’s digital presence, whether it’s through an interactive augmented reality campaign or a simple website landing page.
Consumers over 21 can find the new packaging on shelves at liquor stores across the US.
Nolet 11th-generation family member and Nolet Spirits USA executive vice-president Carl Nolet Jr said: “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.”
In 2008, Diageo paid $900m for a 50% equity interest in Ketel One.
