Dilute it? Nahhhh. :-P I sometimes catch grief over the price of my sauces when compared to Tabasco, Franks, Durkees, and the like. I point out that those usually contain less than 10% pepper solids. Mine is up to 75%. Multiply the bottle cost times 7.5 & see what the bargain is ;-) As Cameron points out, most of those commercial sauces are essentially 'flavored vinegars' with enough gum (xanthan usually) to give it some body. He also correctly points out that the diluting is absolutely necessary because of the incredible salt content- I've seen some raw mash as high as 35%! It is practically inedible... go ahead- ask me how I know :-) -Jim C Mild to Wild