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Pantone Color 2023: Viva Magenta - powerful & vibrant


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Every year, the world eagerly awaits the announcement of the new PANTONE Color of the Year. This year, it has fallen on a magenta tone: "Viva Magenta" will accompany us over the next twelve months across all industries as a trend colour – and with good reason: Read how the bright colour inspires the creation of trendy drinks and flavors.

The Pantone Color of the Year, Viva Magenta 18-1750, vibrates with pure verve and boundless power. The strong hue, rooted in nature, expresses a new signal of strength. Viva Magenta is a vibrant colour that boldly and fearlessly emphasizes exuberance. This year's colour of the year is expressive and proactive. Viva Magenta is a red that inspires joy, zest for action and courage. Viva Magenta welcomes everyone with the same zest for life and the same rebellious spirit. It is a colour that includes everything.

Viva Magenta as Color of the Year 2023:  Bold, powerful and vibrant

It is fitting that the Pantone Color of the Year 2022 has fallen on the strong magenta tone and replaced the trend color from 2022, the berry "PANTONE Very Pery". In the age of technology, we are inspired by nature and what is real. "PANTONE 18-1750 Viva Magenta comes from the family of red tones and is inspired by the red of cochineal, one of the most valuable dyes in the family of natural dyes and one of the strongest and brightest known in the world," says Leatrice Eiseman, Executive Director, Pantone Color Institute, about the new trend color of the year.

Rooted in the original, PANTONE 18-1750 Viva Magenta reconnects us with the original matter. PANTONE 18-1750 Viva Magenta evokes the forces of nature and invigorates our minds and helps us build our inner strength.

Source: https://www.pantone.com/eu/de/color-of-the-year/2023

Drinks are now magenta

For the creation of drinks, the strong red tone offers a variety of possibilities. Above all, it will inspire tastes with raspberry, sour cherry, beetroot, rosehip, red currant but also fig. Specifically, the new PANTONE Color of the Year 2023 focuses on exciting flavors that are used as natural flavors or as juice concentrates in beverages and food. Inspired by the trend colour, AUSTRIA JUICE can offer numerous flavour or beverage creations. Products with exotic fruits such as dragon fruit, lychee, pink guava and figs or red fruits and berries go perfectly with this shade. Elderberry used as a juice concentrate or coloring ingredient, gives drinks the strong, trendy red tone.

From syrup to fruit secco

Particularly suitable for Viva Magenta drinks are a wide variety of ready-to-drink creations as well as post mix syrups in bright red tones for the mixology style. For example, alcohol-free fancy soda drinks can be quickly created from postmix syrup, water from the soda maker and by adding herbs and ice cubes.

Fruit wine and fruit seccos can also score wonderfully with Viva Magenta. Fruit wines and seccos are obtained from different types of fruit – for example from strawberries, raspberries, currants, elderberries, but also from apples, pears or stone fruits such as apricots as well as from exotics such as mango or passion fruit and many more. Currently, light fruit wines are popular, which have a low alcohol content. Viva Magenta ensures this with the right aromas for the even stronger taste.

Functional juice drinks are just as much in vogue: In particular, berry juice concentrates, such as those made from elderberries, are making a big impression this year with Viva Magenta.



The Pantone Color of the Year 2023 "Viva Magenta" was chosen as a bold shade of red for courage, strength and joy. In the food and beverage industry, the red shade serves as inspiration for beverage creations with raspberry, dragon fruit, sour cherry or elderberry. Viva Magenta can determine the coloring of RTD drinks, fruit wine, functional juice drinks, especially with berry flavours.
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Julia WurzerAuthor

Marketing Manager


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