We never ever use concentrates in our drinks. And here's why.

Concentrates are made by taking a fruit juice, heating it to a very high temperature and evaporating off the water. This leaves a thick syrup that's a small proportion of the original volume (as low as 12% with oranges). When the drums of concentrated juice arrive at their destination, water is added back to restore the juice to its original volume. As a result a concentrated juice will often taste 'cooked'.

The process that concentrates juice is really harsh. And because it's so harsh, there's no point using the best fruit when you're doing it. So concentrate manufacturers tend to use the lowest quality fruits. That's not how we like to do things. Also the whole idea of boiling a juice and reconstituting it with tap water is not natural in our eyes so we prefer to avoid it.