Ever & Ever Water In Recyclable Aluminum Cans Addresses Single-Use Plastic Concerns

Posted On: 7/9/2019

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NEW YORK CITY -- Ever & Ever, a new aluminum canned water brand, is now available in conjunction with incubator Lonely Whale's Question How You Hydrate campaign.

Ever & Ever is owned and produced by Lonely Whale partner, New York City-based All Market Inc. (AMI), the makers of leading coconut water brand Vita Coco and Runa organic energy drink brand.

Ever & Ever is sold in 16-fl.oz. Alumi Tek bottles, individually and in 12-packs. It is available for purchase at drinkeverandever.com, Amazon and will soon be available at retail stores nationally.

Just as the name suggests, the Ever & Ever bottle is infinitely recyclable. When recycled, an aluminum can can reportedly be turned into a new can in as little as 60 days.

Question How You Hydrate is a new movement that empowers consumers to choose and champion sustainable alternatives to single-use plastic water bottles. The campaign is being launched in partnership with Point Break Foundation, a private foundation dedicated to plastic waste reduction, ocean conservancy and general environmental health, and creative agency Young Hero."

Ever & Ever's manufacturers pointed out that by 2050, the ocean is expected to contain more plastic than fish by weight, and about 91% of all plastic waste has never been recycled. Meanwhile, aluminum cans are 100% recyclable, and nearly 75% of aluminum ever produced is still in use today.

"Single-use plastic water bottles are a relatively new phenomenon which exploded onto the scene in the 1990s and have since become the norm for consuming water," said Lonely Whale executive director Dune Ives. "Our Question How You Hydrate campaign is waking the world up to the problem with this reliance on single-use plastic water bottles. We're thrilled to promote Ever & Ever as a new alternative that allows everyone to answer one simple call: No matter how you hydrate, do it without single-use plastic."