FineWaters Launches Finewaters.com

FINE WATERS LAUNCHES FINEWATERS.COM - A WEB SITE DEVOTED TO BEING THE DEFINITIVE VOICE FOR WATER CONNOISSEURS & THEIR ACCOMPANYING LIFESTYLE

Comprehensive destination is the brainchild of wine connoisseur and food anthropologist Dr. Michael Mascha

LOS ANGELES, Calif. (May 6, 2003) -- Fine Waters is proud to announce the launch of www.finewaters.com, a site designed to be the definitive voice for water connoisseurs and their accompanying lifestyle. The site, and associated online community, is the idea of Dr. Michael Mascha, a food anthropologist and culinary expert.

Mascha, a former assistant professor of Visual Anthropology at the University of Southern California, has been a passionate devotee of the culinary arts for more than 20 years. From visual design and atmosphere to food and especially wine, Mascha's expertise lies in the "'experience" that is fine dining.

Mascha first formed the idea for launching Fine Waters after he developed a heart condition, which prohibited him from drinking alcohol.  With his great passion for the epicurean lifestyle, Mascha explored various ways to expand his culinary experiences by adding fine bottled waters, rather than wine, to his menu.  Over time, he noticed the very subtle - but unmistakable - signs that there were a great many passionate water drinkers in the world.  From health conscious enthusiasts to the emergence of fine water sommeliers in restaurants, a growing community of water-passionate people was taking shape. The only thing they lacked was an online destination to provide the necessary education and resources.

Mascha identifies the Fine Waters signature to be its informative nature and its focus on purity of living. "It sounds a bit odd at first," Mascha says. "But there is a true richness to fine water, because of its inherent subtlety.  And as a $6 billion a year industry in the United States, it deserves an authoritative source."

The web site's main focus is to offer comprehensive research on bottled water from all around the world.  Additionally, the site features a network of passionate water sommeliers, chefs and health/fitness experts who continually contribute to Fine Waters. This ever-growing resource educates visitors to the site on everything from matching fine, bottled waters with food to the latest in health trends, places to buy fine water, and the best restaurants featuring fine waters.

Additionally, the site features a monthly newsletter - The Water Connoisseur - where subscribers can be kept up to date on new fine water products.  Subscribers can also rate the waters they care so much about.  In a future release of the site, subscribers will also have exclusive access to a wireless version (WAP) of FineWaters.com that will enable Anywhere-Anytime-Access from cellphones and PDAs to all the information about the waters.

ABOUT FINE WATERS
Fine Waters is the elegant destination and authoritative voice for the fast emergence of water connoisseurs and their accompanying lifestyle. With exclusive editorial, exhaustive research and a keen attention to the epicurean life, Fine Waters provides a thorough and interactive guide to the products, places, events and passion that define the purity of fine living.

Contact:

Ken Greenberg
Edge Communications, Inc.
22287 Mulholland Highway, Suite 419
Calabasas, Calif.  91302
818.719.9292
818.719.9295 fax

ken@edgepress.com