In a recent interview with The Atlanta Journal-Constitution, Mascha, a prominent figure in the fine water industry, expressed his ambition to transform the way people view water.
He aims to reposition water from a basic commodity to an epicurean product, rich in identifiable terroir.
Mascha describes fine water as a natural, minimally processed product that reflects the minerality and character of its source.
He drew parallels to the evolution of other food items, revealing how consumer preferences have evolved significantly over time.
“Fifty years ago when you went to a restaurant, your wine choices were red or white, right? Those times are gone,” Mascha remarked.
He also pointed out the drastic changes in household salt options, noting that where people once relied on one type of salt, now many households boast a variety, including Himalayan pink salt, Hawaiian salt, and French fleur de sel.
Mascha’s efforts extend to the Fine Water Society, which has hosted its annual conference and competition in cities like San Sebastian, Athens, Los Angeles, and Bled over the past four years.
The 2025 event is set to take place in Atlanta, facilitated by sponsorship from Source to Bottle, a local company specializing in international water brands.
The weekend will feature two main components: the Taste and Design Awards on Friday and the Fine Water Summit, a professional conference scheduled for Saturday and Sunday.
The awards program, which is free for the public, kicks off with a jury tasting from 10 a.m. to noon at the Kimpton Sylvan Hotel in Buckhead.
This tasting event will be livestreamed on Facebook and will allow attendees to sample a variety of waters entered in the competition.
As the day progresses, the Taste and Design Awards ceremony will commence at 7 p.m., also livestreamed, where an international judging panel will recognize outstanding waters across 14 categories based on minerality levels and classifications.
Awards for packaging design will also be presented across five categories.
The subsequent Fine Water Summit caters to professionals in the fine waters sector, including certified water sommeliers and other food and beverage industry experts.
Attendees of the summit will have the opportunity to tour the Callaway Blue Spring Mountain Water bottling facility near Columbus, followed by a fine waters food pairing dinner experience.
Sustainability serves as the key theme for the summit, which will feature a comprehensive slate of lectures and information sessions over the weekend.
Mascha insists that fine waters are positioned as a luxury item rather than a standard everyday necessity for hydration.
He acknowledges the skepticism of some consumers, stating, “I agree with the people that tell me, ‘I don’t taste the difference between the two waters.’
Then please don’t buy the water in the bottle! Drink your tap water, it makes no sense to ship it all around the world.”
On the subject of his personal water consumption, Mascha admits, “I drink tap water. I cook with tap water at home.”
However, he qualifies this by mentioning his use of a reverse osmosis filter at his Texas residence.
“I’m not having water shipped from Fiji and using that for cooking my pasta,” he said, denouncing the inefficiency of such practices as “totally stupid.”
Mascha’s insights and the upcoming events speak to a broader shift in consumer attitudes toward water, comparable to historic changes in other culinary categories.
image source from：https://www.ajc.com/food-and-dining/summit-brings-fine-water-sommeliers-to-atlanta-for-global-contest/KXERBJPVUBETNPKHEOOSHM5VKE/
