Synthetic flavylium salts like the 7-hydroxy-4-methylflavylium (HMF) cation have been used as prototypes to study the chemistry and photochemistry of anthocyanins, the major group of water-soluble pigments in the plant kingdom. In this work, a combination of fluorescence upconversion with femtosecond time resolution and time-correlated single photon counting (TCSPC) with picosecond time resolution have been employed to investigate in details the excited-state proton transfer (ESPT) of HMF in water and in binary water/1,4-dioxane mixtures. TCSPC measurements as a function of temperature provide activation parameters for all of the individual rate constants involved in the proton transfer, including those for dissociation and recombination of the geminate excited base-proton pair (A H) that can be detected in the water/dioxane mixtures (but not in water). Unlike the other rate constants, the deprotonation rate constant kd shows a non-Arrhenius dependence on temperature in both water and water/dioxane mixtures. At low temperatures kd is close to the dielectric relaxation rate of the solvent with a barrier of ca. 8 kJ mol(-1), suggesting that the solvent reorganization is the rate-limiting step. At higher temperatures (>30 degrees C) the proton transfer process is nearly barrierless and solvent-dependent. Fluorescence upconversion results in H2O, D2O, and water/dioxane mixtures confirm the two-step model for the ESPT of HMF and provide additional details of the early events prior to the onset of proton transfer, attributed to conformational relaxation and solvent reaccommodation around the initially formed excited state. The results are consistent with DFT calculations that indicate that charge redistribution occurs after rather than prior to the onset of the ESPT process.