The 5th Summit in Guangzhou had as an overarching theme the focus on the Premiumization of the category. We see a general trend in the beverage, food and hospitality industry of bridging of luxury and mass market consumption gap. Making the “good” better and the “greater” more accessible thereby giving consumers a taste of premium choices. Presentations by International experts focused on the current global status of Premiumization as well as the trend in China. Topics discussed included: Global portfolio distribution concepts, Water menu solutions for the hospitality industry, bottled water etiquette and workshops with water sommeliers. The Summit will be followed by the FineWaters International Tasting & Design Competition at the WaterExpo 2017.