Grape juice is obtained from crushing and blending grapes into a liquid. In the wine industry, grape juice that contains 7–23 percent of pulp, skins, stems and seeds is often referred to as must. The sugars in grape juice allow it to be used as a sweetener, and fermented and made into wine, brandy, or vinegar. Grape juice can be made from all grape varieties after reaching appropriate maturity. Because of consumers' preferences for characteristics in colour, flavour and aroma, grape juice is primarily produced from American cultivars of Vitis labrusca.