When we talk about innovation in beverage branding, our minds often jump to flashy campaigns, limited-edition packaging, or the latest influencer partnership. “This wasn’t just about adding a QR code,” said Rachel Holms, Strongbow’s cider brand director. Packaging has always been more than a container — it’s a billboard, a storyteller, a handshake with the consumer. If more FMCG brands adopt tools like NaviLens, accessibility will shift from novelty to norm. And when that happens, packaging stops being just another marketing surface and becomes something far more human: a tool for participation.