Strongbow becomes first alcohol brand to add NaviLens accessible labels

Strongbow has become the first alcohol brand to introduce NaviLens assistive technology to its packaging, enhancing accessibility for blind and partially sighted shoppers.

The cider maker, owned by Heineken, has added high-contrast QR-style markers to Strongbow cans as part of its ambition to become “the world’s most inclusive cider brand.”

Shoppers can scan the markers using the NaviLens smartphone app, which then provides information such as ingredients, alcohol by volume, and brand content in both audio and written formats.

Rachel Holms, cider brand director at Strongbow said:

This wasn’t just about adding a QR code, it’s about understanding how people actually experience our product. Hearing directly from blind and visually impaired creators helped us see the gaps we hadn’t considered, and that input has shaped something far more meaningful. It’s a clear reminder that inclusive design isn’t optional, it’s essential.”

Research suggests 90 percent of disabled consumers face accessibility barriers when shopping, while the Royal National Institute of Blind People reports that nine in ten people with sight loss find product information difficult or impossible to read.

To develop the NaviLens packaging, Strongbow partnered with inclusive marketing agency Purple Goat. Dom Hyams, global client director at Purple Goat, commented:

There is a huge opportunity for brands to connect with what is often an untapped customer base by simply thinking through an accessible and inclusive lens from the outset. True brand strength comes from understanding all customers’ needs and, naturally, a product and brand experience that creates loyalty, connection and commercial growth.”

While NaviLens is already used across UK public transport and has been trialled by major food brands including Kellogg’s, Müller and Coca-Cola, Strongbow’s adoption marks its first appearance in alcohol, signalling a potential shift toward greater accessibility across the wider food and drink sector.