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Ketel One QR codes aid visually impaired
Diageo-owned Ketel One Vodka has applied QR codes to its bottles to enable greater accessibility for people with impaired vision.
Developed by augmented reality platform Zappar, the accessible QR codes (AQR) unlock distance detection and access to product information.
Consumers with low vision or who are blind, can scan the code on a product, which will then announce the product category and its physical distance from the user through text-to-speech and enhanced font size.
The codes can be detected by accessibility apps such Microsoft Seeing AI, Be My Eyes and Envision.
In addition, it provides those with impaired vision information on specific allergens and also gives suggestions for cocktail recipes.
Zappar noted nine out of 10 people – from the 315 million people around the world are blind or have low vision – find it difficult to access crucial information on product packaging.
The AQRs will be on Ketel One’s ready-to-serve (RTS) Espresso Martini and Cosmopolitan bottles, which are part of Diageo’s The Cocktail Collection.
Ketel One’s 11th-generation family distiller, 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 its other recent exploratory moves with technology, Diageo launched a generative AI-powered experience for Johnnie Walker, which allowed consumers to co-design personalised bottles of the whisky.
The company also opened a craft experience home in India to nurture new innovations.
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