Strongbow becomes first alcohol brand to add NaviLens accessible labels

Strongbow, the UK‑based cider brand owned by Heineken UK, has become the first major alcohol brand in the world to integrate NaviLens technology into its product packaging, aiming to improve accessibility for blind and partially sighted consumers. The packaging update features high‑contrast, smartphone‑readable markers on its cans which link to the NaviLens app. When scanned, the app reads out key product information including ingredients, alcohol by volume (ABV), and brand content, and offers store navigation assistance for visually impaired shoppers. In collaboration with inclusive marketing agency Purple Goat Agency, Strongbow carried out research involving creators and advocates from the blind and visually impaired community to understand real‑world packaging accessibility challenges. Feedback from figures like Lucy Edwards, Yahya Pandor, Claire Sisk and Sylvia Chengo informed the development of the new code system.

According to the producer, retail rollout of the updated cans began in August 2025 across grocery, wholesale and convenience channels. The company positions the move as part of its ambition to become “the world’s most inclusive cider brand.”

The initiative addresses a widely cited issue: approximately 90 % of disabled consumers face barriers when shopping, and the Royal National Institute of Blind People (RNIB) reports that nine in ten people with sight loss find typical packaging information difficult or impossible to read.

Brand director Rachel Holms said that this development “wasn’t just about adding a QR code, it’s about understanding how people actually experience our product” and that hearing directly from blind and visually impaired creators “helped us see the gaps we hadn’t considered.”

While NaviLens codes have previously been applied in sectors such as public transport and some food brands, their use in the alcoholic drinks category is unprecedented—inspiring other brands to consider inclusive design as part of their packaging strategy.