"Water: H20=Life,"at the American Museum of Natural History in New York City through May 26, explores issues such as the need for clean, plentiful water; water shortages; restoring ecosystems; New York City stewards of water (from Savoy co-owner Peter Hoffman to a homeowner collecting water in a rain barrel); and how animals and plants rely on water. $22 Also occuring this May is the first annual Premium Water Summit, which will convene in Barcelona and feature various panel discussions as well as a water-tasting event. The mission on tap? A plan to create a premium water society.

Face Value »Celebrity endorsements can help sell any product, including water. Last year, Jennifer Aniston emerged as the face for Glacéau Smartwater. Leonardo DiCaprio's short film Water Planet took a look at water shortages and pressed for better conservation. And Sarah Jessica Parker hosted a UNICEF event that urged for increasing worldwide standards for tap water.

How to Serve It »Unlike wine, water does not need air -- but it still demands an ideal glass for sipping. Pour it into a straight-sided, narrow glass. This is especially crucial with a sparkling water, so as to enjoy the bubbles. Mascha, who is developing a line of glasses exclusively for drinking water, suggests Bottega del Vino's hand-blown crystal water glass ($40).