Mega Purple is a grape juice concentrate by Vie-Del Company of Fresno, California.
The product is one of a series of concentrates marketed as kosher additives for food with names such as Mega "Cherry Shade" Grape Juice Concentrate, Mega Purple Grape Juice Concentrate, Mega Red Grape Juice Concentrate There has been some discussion in the industry regarding the use of additives such as Mega Purple to bolster or enhance sensory attributes such as color, taste and mouth feel.
It is reported that as much as 20% of the total production of such additives is related to wines.
According to journal reports, Mega Purple is used by almost every low- to moderate-value wine producer (below US$20 per 750 ml bottle) to help standardize the bottled product ensuring a more uniform product.
[1] It is produced by concentrating the teinturier grape Rubired, a cross between Alicante Ganzin and Tinta Cão, has 68% sugar and sells for approximately $135 a gallon.