I ordered this mostly out of curiosity, and I was actually pretty impressed. I feel like this is just what you need to take a boring cider to the next level. I was a little hesitant because of how industrial this product looks, but it's fantastic and everything I hoped it would be.I fermented a gallon of Sprouts apple cider with SafCider S-04, and then used a jar of this concentrate to backsweeten. My first impression was how good the concentrate smells and tastes; it's reminiscent of those fruit leather squares you buy individually wrapped at the grocery store. I was really happy with the flavor, it's not artificial or harsh at all! It has real rich apple flavor, but you can actually taste the apple peel and tannins, which are completely absent in regular apple juice/cider. I would describe the flavor as a "complete" apple flavor that you get when eating the unpeeled fruit. It's very nice, I dumped the whole jar in without hesitation after tasting the concentrate. I was worried it might be excessively bitter, but it's not at all. I found that it definitely needed a bit of malic acid to balance out all the flavors and give it that fresh crisp apple flavor, so keep that in mind if you feel like it's missing something.The only downside is that this concentrate seems to contain a lot of fine apple pulp/sediment. I didn't notice it at first, but after bottling and while the bottles were carbonating I noticed a decent amount of sediment at the bottom of the bottles that isn't normally present in my ciders. It's not the end of the world, but definitely something to be aware of. Because of this, it might be better to use this concentrate in primary with either water or fresh juice, and racking should leave behind all the sediment while keeping the dark color and tannins.Even with the sediment, I think this is a fantastic product. If you're wanting your beverage to really taste like fresh-pressed apple cider, give it a try!