From deep forests to crystal-clear lakes, Maine is a symbol of natural purity—and now, it’s helping redefine the future of water packaging. At the forefront of this shift is mainelove™, a 2024-launched brand that bottles ultra-pure Sebago Lake water in infinitely recyclable aluminum cans. But this isn’t just a story about clean water—it’s about sustainable systems, community jobs, and rethinking how we consume.
Aluminum Cans Reinvent Water Packaging
The idea behind mainelove began when CEO and co-founder Jen Millard—a 12th-generation Mainer—returned to her roots and spotted an opportunity. Her cousin had bought a brewery, and like many in the state with the second-highest number of breweries per capita, it sat unused for days at a time. That downtime represented a missed opportunity for both sustainability and economic impact.
Sebago Lake, a protected and naturally filtered source, offered the perfect product. With 84% of its watershed covered by forest, the water requires minimal treatment. Millard saw the potential to combine this natural resource with existing infrastructure to create something much bigger: a beverage business built on environmental stewardship and local empowerment.
“I think healthy living and sustainability are the thesis of mainelove. Up in Maine, we like forests, freshwater, and oceans. We know our farmers, and we know where our water comes from. We want to take that feeling of being up in Maine out into the world for people to enjoy and trust,” says Millard.
She adds:
“So, coming back to Maine with an intention to be impactful and drive jobs to Maine, it is my intention with great passion to come back to Maine and build a product that brewers can participate in, so what we’re enabling is brewers to become participants in the water economy when they’re not making beer. It is intended to be foundational revenue for brewers, so they do not have to lay people off. Alcohol consumption is down 40% year over year across the board, and Gen Z is not drinking as much as we did. They’re more health conscious. Water is becoming more and more of a precious commodity.”
By tapping into this trend, mainelove enables breweries to diversify their output and become players in the emerging water packaging economy.
Breweries and Venues Embrace Sustainable Shifts
At the center of mainelove’s mission is a focus on eliminating single-use plastics. The company chose aluminum cans over plastic bottles, aligning with circular economy principles and helping shift industry standards. Aluminum, unlike plastic, is infinitely recyclable without quality loss—making it one of the most sustainable materials in beverage packaging.
Partnering with U.S.-based Hart Print, mainelove goes a step further by using an ink-to-can printing method. This process removes the need for plastic sleeves or stickers, reducing waste even before the product hits shelves.
The brand is already making an impact beyond manufacturing. As the exclusive water sponsor for the Portland Hearts of Pine—Maine’s first professional soccer team—mainelove provides still and sparkling water in aluminum cans, while managing post-game recycling to ensure the cans re-enter the materials stream.
Hotels and restaurants are also getting on board. Hospitality venues focused on sustainability are phasing out plastic bottles in favor of mainelove’s cleanly branded, recyclable cans, which align with their broader environmental commitments.
Expanding the Future of Water Packaging
The future of mainelove extends beyond still and sparkling water. The company plans to expand into flavored sparkling water and iced teas—all adhering to its core value of sustainability-first innovation.
Every product, current and future, is designed with long-term environmental health in mind. From source to shelf, the brand emphasizes low-impact logistics, responsible sourcing, and thoughtful water packaging that aligns with global sustainability goals.
This positions mainelove not only as a water brand but as a sustainability case study—demonstrating how local economies, waste reduction, and eco-conscious design can work together for scalable impact.
A Blueprint for Responsible Business
In an era where plastic pollution, climate pressures, and shifting consumer habits challenge the beverage industry, mainelove offers a compelling example of what’s possible. By reimagining idle brewery infrastructure, focusing on truly recyclable materials, and embedding sustainability into every decision, the company brings new meaning to the term “resourceful.”
For sustainability professionals and forward-thinking businesses, mainelove is a model to watch—offering not just a refreshing product, but a lesson in what the future of water packaging can look like when driven by purpose.
