I've used this kit and the colour is the same as yours. You are of course comparing different wines. However, I have recently found 'contains milk' printed on some commercial wine labels. They have to state this because some people are allergic to dairy milk, which contains casein. This is used to remove colour, to make white wine whiter instead of yellow.
There are reasons why white wine may darken. Old stock of concentrate, excessive exposure to heat and/or strong sunlight, use of ferrous metal in the winemaking process and oxidation. The latter is particularly the case with fresh pressed apple juice.