Brand enhancement specialist API ( has underlined its on-trend credentials by adding a new color to its PG range of pigment hot stamping foils. The luxurious, deep red Amaranth shade answers customer demand for eye-catching, on-trend tops to go on wine and spirit bottles, and is also relevant across a range of other hot stamping applications.

Luxury and premium goods manufacturers are ensuring that their packaging, by acting as a ‘second skin’, effectively conveys both the product’s qualities and their brand values. Deep, luxurious colors that interact with the latest print technologies and add a highly tactile finish, such as the Amaranth shade from API, are a big part of how premium packaging solutions are becoming truly relevant to their brands.

“Customers were asking for a richly romantic red to link with the latest color trends, so we developed and launched the graceful, nostalgic Amaranth shade to provide the high-impact results their packaging demanded,” explains Bob Almer, VP of sales at API. “Our PG Foils add real depth of color and opacity when applied.”

The PG range is a premium grade matt pigment hot stamping foil, and the number one choice for general purpose applications. It excels at both fine detail and the kind of broad area coverage required by the packaging sector, and is especially relevant for the beauty, cosmetics and drinks industries, among other consumer product applications.

Hot stamping foils from API ensure the best, most reflective finish of all coating processes, and are also the most versatile for use on different materials and substrates. The heat and pressure used to stamp the pigment foil simultaneously flatten the contours of the substrate, providing a smooth surface printing area and allowing clean, high quality text and graphics to be achieved on uneven, rough and textured surfaces.

“Our PG hot stamping foil is ideal for application, as it lends that extra wow-factor that inks can lack,” adds Almer. “We're delighted with the final result of the Amaranth color and are confident that its premium deep metallic finish will provide that magic boost to help convince customers to buy the product.”