Ketel One is putting accessible QR codes on the packaging of its products.

It turns out, food labels can be accessible too.

Vodka maker Ketel One on Monday announced it’s “the world’s first spirits brand” to incorporate accessible QR codes onto its packaging. The company said this endeavor is rooted in inclusivity, noting it makes its vodka more accessible to people who are Blind and low vision. The products are scheduled to be on store shelves later this month.

Notably, the New York-based Ketel One said in its press release the accessible QR codes are detectable by so-called “class-leading accessibility apps” such as Microsoft’s Seeing AI and Be My Eyes. The codes were created by mixed reality company Zappar in collaboration with Britain’s Royal National Institute of Blind People (RNIB).

In an exclusive interview prior to the recent announcement, Zappar’s marketing chief, Dave Mather, shared that his company is focused on enhancing the way people interact with food packaging. He expressed the belief that everyone should have equal access to such information, deeming it a fundamental right. According to Mather, the project started approximately three years ago when Unilever and RNIB began exploring ways to make QR codes more accessible for individuals with disabilities, as Unilever was incorporating them into food labels by the billions. He noted the challenges due to limited space on labels and highlighted Zappar’s role in using their expertise in color schemes and scalable scanning technologies. Mather mentioned in reference to a press release by Ketel One that Zappar’s technology allows QR codes to be scanned from a distance, enabling accessibility tools on smartphones to vocalize the content encoded within the QR code. He credited RNIB for playing a crucial role by offering specialized advice and conducting research to understand not just the technological challenges but also how to present information in a way that is easily understood.

Mather emphasized the growing trend of QR codes and the importance of making them accessible. He discussed the collaborative efforts between Ketel One, Zappar, RNIB, and others as a realization of this need.

Mather added, “There’s a movement towards QR codes on products. By aligning with purpose-driven brands and legislative changes, and working with innovators like Ketel One and Diageo, we have the chance to drive significant impact. Opportunities like this don’t come often… it’s an exhilarating time. This is just the beginning. There’s much more to do, but the prospects are promising.”

Sam Salameh, the Vice President of vodka at Diageo North America, shared Mather’s sentiments.

“At Diageo, we’ve always been driven by innovation and a desire to elevate every consumer’s experience,” he said in a statement provided to me. “When the Nolet family came across this incredible technology over two years ago, we knew it could be a game-changer. By adding AQR technology, we’re not just enhancing the convenience and premium quality of our cocktails, but we’re also working to make them more accessible to everyone. It’s a natural next step in our commitment to delivering exceptional products that cater to all consumers of legal drinking age.”

Salameh continued: “We believe that our products have the power to bring people together, whether it’s for special moments or everyday enjoyment. Implementing AQR technology into Ketel One was an easy decision for us—it allows us to offer a more inclusive shopping experience for consumers who are blind or have low vision. It’s about creating a world where everyone can interact with and enjoy our premium brands.”

When asked about feedback, Mather told me the response to these accessible QR codes because “we’re moving the needle at all.” He acknowledged that viewpoint is a low bar, as it represents a sad state of affairs for inclusivity—but it’s notable nonetheless. People in the blind and low vision community, he said, are ecstatic because the technology enables them to shop with agency and autonomy and live independently.

“I think that sense of empowerment and access that information is incredibly compelling,” Mather said. “We know that to be true. I think that’s a really interesting thing as well.”

Looking towards the future, Mather said the retail environment is ripe for disruption in terms of how to make them more accessible to the disability community. Common tasks like moving about different aisles, he said, can be augmented with the kind of technology used to build the QR codes. Mather was cagey about an in-progress partnership around this idea, but was enthused about what he and team are working on. As to accessibility generally, Mather said it’s an area that Zappar is “extremely passionate about” and that the company is fortunate to work with partners like Unilever and Diageo who are similarly impassioned. The plan long-term. Is to keep engaging with the disability community with the mission of serving them to the best of their abilities, because Mather reiterated the notion that access to technology is a fundamental human right. QR codes may seem like small details to the masses, but making them accessible turns the profundity meter up significantly.

“If enough people do enough meaningful things in the world, then change can happen,” Mather said.

One Community. Many Voices. Create a free account to share your thoughts.

Our community is about connecting people through open and thoughtful conversations. We want our readers to share their views and exchange ideas and facts in a safe space.

In order to do so, please follow the posting rules in our site’s Terms of Service. We’ve summarized some of those key rules below. Simply put, keep it civil.

Your post will be rejected if we notice that it seems to contain:

User accounts will be blocked if we notice or believe that users are engaged in:

So, how can you be a power user?

Thanks for reading our community guidelines. Please read the full list of posting rules found in our site’s Terms of Service.