AMI launches canned water brand

AMI launches canned water brand

All Market Inc (AMI) has launched Ever & Ever, a new aluminum canned water brand.

Unlike single-use plastic water bottles, Ever & Ever aluminum bottles are easily and infinitely recyclable when disposed of correctly in a recycling bin. According to Euromonitor, one million plastic bottles are sold every minute around the world, and 91% of all plastic is never recycled. However 75% of all aluminium ever produced is still in use today.

“We are in the business of selling beverages in single-use packaging, and our team shares a passionate commitment to finding ways to neutralise our impact on the environment,” said Mike Kirban, CEO of AMI. “As an agile, independent company, we know AMI is uniquely positioned to help address this issue, and we are so proud and eager to get this environmentally-friendly water brand in the hands of our consumers.”

Jane Prior, chief marketing officer of AMI, added: “Consumers are increasingly aware of the negative impact of single-use plastic, yet their choices in grocery and convenience stores are limited. When recycled, an aluminum bottle can be turned into a new can in as little as 60 days, so we knew it was the most viable, sustainable alternative to single-use plastic water bottles. It’s been a sprint, but we’re excited to see Ever & Ever on store shelves around the US.”

AMI partnered with incubator Lonely Whale to launche Ever & Ever in conjunction with Lonely Whale’s Question How You Hydrate campaign. Question How You Hydrate is a new movement that empowers consumers to choose and champion sustainable alternatives to single-use plastic water bottles.

Ever & Ever is sold in 16-ounce Alumi Tek bottles from Ball Corporation for $1.99 each and in 12-packs for $23.99. Ever & Ever is a reverse osmosis water from infinitely renewable sources with added electrolytes for balance. It is available for purchase at drinkeverandever.com, Amazon, and Walmart.com and will soon be available at retail stores nationally.

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