Fine Water in the Media

by Michael Mascha

For decades, journalists and mainstream media dismissed water as nothing more than a basic source of hydration, often ridiculing any suggestion that it holds experiences. There was no need to engage with such superficial coverage. Only in recent years has the narrative shifted, with journalists finally recognizing water as a subject worthy of serious attention.

Water has transcended its traditional role as a basic hydration resource, assuming a nuanced identity marked by terroir-driven nuances, wellness attributes, and a diverse range of experiential dimensions. Emerging from the realm of commodity, Fine Water has undertaken a remarkable transformation, embracing the concept of terroir, where the water's origin - be it rain, iceberg, glacier, artesian spring, mist, or natural spring - imparts a distinctive flavor profile.

A British restaurant is launching the UK’s first water menu
The Michelin Guide-listed eatery in the county of Cheshire offers diners the choice of almost 140 varieties of wine. But now the business is taking a bold step to cater for discerning non-drinkers by offering an entire menu of bottled water.

2025’s Best Bottled Waters, According to Water Sommeliers
Evaluated for minerality, carbonation, and mouthfeel, these standout waters rose above more than 100 entries from 35 countries.

Water sommeliers say the simplest drink is the future of luxury
Six esteemed sommeliers sit silently behind a judging table. A waiter tops up their glasses one by one and they appraise the stuff: sniff, hold it to the light, sometimes swirl, sip, swish between cheeks, dump the extras and give it a score. But the liquid is no Zinfandel or Syrah. Instead the bon viveurs are tasting high-end waters.

You’ve Heard of Fine Wine. Now Meet Fine Water.
Bottled waters from small, pristine sources are attracting a lot of buzz, with tastings, sommeliers and even water cellars.

Forget everything you know about water — sommeliers will teach you
Water experts are pushing premium stills and sparklings to American diners who want a luxury experience. But will they swallow the hype?

Summit brings fine water sommeliers to Buckhead for global contest
‘Fine water’ is minimally processed and has the minerality and character of the land from which it comes.

Why sommeliers are sipping 4,000-year-old iceberg water in Atlanta
Have you ever tasted raindrops from Tasmania that never touched the Earth? Or water that's been locked inside a Norwegian iceberg for millennia?

The Surprisingly Long History of Bottled Water
From capturing holy water in ancient vessels, to European spas advertising healthful spring water amid the Industrial Revolution, trace the evolution of bottled water and its popularity.

The adoption of Fine Waters Etiquette has elevated the act of water consumption into the echelons of epicurean culture, delineating aspects of presentation, optimal serving temperatures, glassware selection, and meticulous pairing considerations with gastronomy and oenology. Consequently, water is now approached with a level of appreciation and sociability akin to fine wines, enriching culinary experiences and significant occasions.

Pioneering this transformative narrative is Dr. Michael Mascha and his celebrated venture, FineWaters.com, which laid the cornerstone for the premium water category. Through compelling storytelling, Dr. Mascha has elucidated the concept that water is more than a mere beverage; it is a manifestation of terroir, replete with its own intricate etiquette, and amenable to curation by water sommeliers.

In tandem with shifting lifestyle paradigms, where health-consciousness prevails over the erstwhile symbols of opulence, such as the masculine, cigar-scented wine cellar, we witness an emergent spotlight on water. Discerning consumers now exhibit a predilection for water sourced directly from nature, eschewing processed alternatives like Aquafina, Dasani, Pure Life, Essentia, and Smart Water. The allure lies in the distinctiveness of waters derived from a spectrum of sources - Spring, Artesian, Iceberg, Rain, Glacier, Mist - each encapsulating a unique narrative and forging emotional connections akin to the modern fascination with the provenance of food. Additionally, the consumption of water is lauded for its intrinsic health benefits, seamlessly aligning with the burgeoning wellness trend.

While the broader public may not yet be fully acquainted with the intricacies of water appreciation, a profound shift in perspective beckons, unveiling an undiscovered realm beyond mere hydration. This revelation, that water is an avenue for multifaceted experiences, redefines its role in our lives. Water, as we now understand it, is not just a necessity; it is an enduring encounter, destined to be savored and eternally remembered.