Yes, it really is that color.
You, too, can make delicious, vegan, nutrient-rich soup which looks like a pot of melted Carmine Red crayons. I've had raves about this hot borscht from people who weren't sure about the whole concept of beet soup but tried it anyway. Christmas Eve was no exception; our guests ate over a gallon of the soup. Better yet, I was able to prepare it ahead and it was done and waiting 3 hours before guests arrived.
Just don't spill it on a white shirt. Recipe follows ...