Just started my first 5 gallon batch. I used a brand of apple juice called Lucky Leaf (about $3.30 per gallon) from Wal-mart. It didn't have any preservatives besides ascorbic acid, and it looks and tastes good, so it seems that it should work well. I think I might experiment with different yeasts and additives later, but for now I just used the juice and the montrachet wine yeast. OG was 1.067.
My first attempt at fermenting anything! (on purpose, that is...) This seemed like a good place to start! 10,000 gallons can't be wrong, can they? And so far, it's chuggin' right along, fizzing and smelling like apples. Looks like I haven't screwed it up yet.