The award-winning brand continues in its endeavor for inclusivity, offering innovation for consumers who are blind or have low vision
NEW YORK, Sept. 17, 2024 -- Ketel One Family Made Vodka is thrilled to announce its latest innovation: an accessible on-bottle QR code (AQR). The addition, available on its recently launched ready-to-serve cocktails, allows easier identification of products and access to product information for consumers who are blind or have low vision, aligning to Ketel One's unwavering commitment to deliver an exceptional spirit to all cocktail drinkers. As the first spirit brand to enable this capability, Ketel One is leading by example to help create a more inclusive environment for consumers nationwide.
Set to be on shelves this month, the AQRs will be found on Ketel One Vodka's bottled Espresso Martini and Cosmopolitan products from The Cocktail Collection. These new enhanced QR codes can be detected by class-leading accessibility apps such as Microsoft Seeing AI, Be My Eyes and Envision. When a user who is blind or has low vision scans the AQR code on product, they unlock distance detection and access to product information. Upon scanning, the user's phone announces the product category and its physical distance from the user through text-to-speech and enhanced font size. 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. The AQR also serves as another avenue to easily connect all consumers to a brand's digital presence whether it be an interactive AR campaign or a simple website landing page.
According to Zappar, the company that created the AQR and their charity partners at the Royal National Institute of Blind People (RNIB), more than 315 million people around the world are blind or have low vision and "nine out of 10 of those people find it difficult to access crucial information on product packaging." To combat this and to benefit this community, Ketel One Family Made Vodka is paving the way as the first spirits brand to incorporate this technology.
Since its inception in 1983, Ketel One has made it a priority to not only provide a better vodka, but also better cocktail experiences - from the time of purchase to the actual mixology all the way to the first sip. In establishing these on-bottle AQRs, Ketel One continues its pursuit of advancing cocktail culture as it has for generations.
Carl Nolet Jr., 11th generation family member expresses his pride in this innovation: "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."
Starting this month, consumers 21+ can find the new packaging on shelves at liquor stores nationwide. Diageo hopes this accessibility milestone will lead the way for more spirit brands to follow suit, making celebrations more accessible for everyone, every day. For more information, please visit KetelOne.com or follow along on Instagram @KetelOne_US.
Ketel One Family Made Vodka reminds everyone to sip responsibly.
About Ketel One Family Made Vodka
Ketel One Family Made Vodka is inspired by more than 330 years and 11 generations of the Nolet Family's distilling expertise. Ketel One is crafted using only the highest-quality ingredients, including 100% non-GMO grain and is gluten-free. That quality has led to global recognition with Drinks International as one of the top trending vodkas in the world's best bars, a top ten bartenders' choice of vodka, and one of the best-selling vodkas in the world's best bars (Drinks International Brands Report, 2023). Inspired by the passionate pursuit of excellence in their craft, Ketel One continues to toast to the artists, trailblazers and innovators in the entertainment industry. Follow Ketel One Family Made Vodka on Instagram for additional inspiration and information: @KetelOne_US.
About Diageo North America
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their products are sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and performance visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practices. Follow on Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.
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