Every bottle counts; at least that’s the idea behind Ever & Ever, a new line of purified water packaged in resealable 16 oz. aluminium bottles.

Launched by Vita Coco parent company All Market, the product is now available in still and sparkling varieties at select retailers in New York City — via distribution by Big Geyser — on Amazon and at drinkeverandever.com for a suggested retail price of $1.99 per bottle or $23.99 for a 12-pack.

The launch of Ever & Ever comes as public concern over plastic waste, particularly from single-use products such as straws and bottles, has grown in recent years. According to market research group Euromonitor, 500 billion plastic bottles are used around the globe each year. In response, brands in the category have adopted various changes — from committing to using recycled plastic to selling water in paper cartons — and, in recent months, the movement behind aluminium packaging in particular seems to have accelerated.