I agree re the white vs. 'sand' color....
Two solutions (pun intended) that I've tried with some success.... But, first, they both use DecoArt Americana craft paint (Michael's, JoAnn, etc.) in the color Bleached Sand, stock #DA257.
First 'solution'....Thin this paint, add a drop of detergent, flow it on the brick, wipe off the excess with a clean low-nap cloth after it starts to dry.
Second 'solution'...Mix some of this paint with the white acrylic spackle to give it the color, add some water to thin it down, apply it, wipe off the excess as soon as the haze begins to form on the brick surface.
Both of these have worked well for me.
One of our customers has used Woodland Scenics Top Coat, Concrete (ST1454), thinned as a wash over the white spackle mortar after its dried. I've not tried that myself, yet, but it has some sensibility. Like most of WS's coatings, they have no binder...they're intended to add color by soaking into a porous base...like plaster. The customer claims that dried acrylic spackle has sufficient porosity to absorb some of the concrete wash color. The customer's experience is with plastic brick walls, though, and the excess concrete wash when dry simply rubs off the brick. Structures made of hydrocal castings or laser-etched wood/mdf brick detail might need to be sealed first....maybe?
FWIW, always...
KD