Wash the cranberries and remove any stems, leaves, or damaged fruit.
Add the cranberries and water to a large stockpot. Bring to a boil over medium-high heat, then reduce the heat and simmer for 15 to 20 minutes, or until the cranberries have burst and softened completely.
Strain the mixture through a fine-mesh sieve, jelly bag, or several layers of cheesecloth into a large bowl.
Return the strained juice to the stockpot. If making cranberry juice concentrate, continue simmering the juice until it has reduced by approximately one-half, concentrating the flavor. Stir occasionally to prevent scorching.
Add sugar to taste, if desired, and stir until completely dissolved. (optional)
While the juice is heating, prepare a water bath canner, jars, lids, and bands.
Ladle the hot cranberry juice or concentrate into hot jars, leaving ¼-inch headspace. Wipe the jar rims clean, apply lids, and tighten bands to fingertip tight.
Place the jars in the boiling water canner, ensuring they are covered by at least 1 inch of water. Process for X minutes, adjusting for altitude as necessary.
Turn off the heat and allow the jars to rest in the canner for 5 minutes before removing them. Transfer the jars to a towel-lined counter and allow them to cool undisturbed for 12 to 24 hours.
Check seals, remove bands, label the jars, and store in a cool, dark place