Strongbow has partnered with global inclusive marketing agency, Purple Goat, part of WPP Media, to assess the accessibility of its drinks,becoming the first major alcohol brand in the world to add an assistive technology feature directly to its packaging. This builds on its ambition to become the ‘world’s most inclusive cider brand’ with their continued award-winning work with Purple Goat Agency.Strongbow’s cider products now feature a NaviLens QR code, a high-contrast, smartphone-readable marker that helps blind and partially sighted shoppers find, understand, and engage with the product. The code links to the NaviLens app which shares key details such as ingredients and ABV, along with brand content and store navigation, turning the QR code into a genuinely empowering experience.
The new feature was incorporated as a result of real consumer insight, where Purple Goat led research into how Strongbow’s packaging is experienced by blind and visually impaired consumers, drawing on feedback from a host of well-known creators and community advocates including Lucy Edwards, Yahya Pandor, Claire Sisk and Sylvia Chengo.
By working closely with the disabled community, the agency was able to identify real-world barriers and help shape a more accessible approach to packaging for blind and visually impaired communities. Brands that aren’t fully tapped into these communities risk overlooking everyday accessibility challenges and missing meaningful opportunities to connect with underserved and under-engaged audiences.
At present, 90% of disabled consumers face accessibility issues when shopping. And according to the RNIB (Royal National Institute of Blind People), nine in 10 people with sight loss find information packaging difficult or impossible to read.
“Inclusive branding goes beyond aesthetics — it’s about ensuring everyone feels represented, valued and engaged as customers.” said Dom Hyams, Global Client Director at Purple Goat. “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 with it, commercial growth”.
It’s the first time Strongbow has introduced an accessibility aid like this to its physical product. A move the brand sees as the beginning of a wider shift towards inclusive design in the drinks aisle. The move follows a long-standing partnership with Purple Goat, who’ve helped Strongbow develop their inclusive marketing credentials across a host of touchpoints including TV, Events, OOH, social and beyond.
“This wasn’t just about adding a QR code, it’s about understanding how people actually experience our product,” said Rachel Holms, Cider Brand Director at Strongbow. “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.”
Features like NaviLens provide immediate benefits, but their full impact comes with wider adoption. As more brands get involved, accessibility becomes consistent and empowering, helping disabled consumers navigate the world with greater independence.
NaviLens is already used in UK public transport and some supermarket products, but its use in FMCG is still far from widespread. That’s something Strongbow hopes to change by adopting the technology and helping socialise it with both the community and the wider industry.
