Bill Kaulitz becomes co-founder of Glitter Spritz GmbH

Glitz, glamor and entrepreneurial involvement: Bill Kaulitz joins one of the fastest-growing brands in the German aperitif segment as co-founder and shareholder. Personal enthusiasm turns into a long-term partnership, with active involvement instead of a classic testimonial deal.

From fan to co-founder

Glitter Spritz, with or without alcohol, stands for freedom, openness, diversity and modern celebration. Kaulitz has embodied precisely this attitude for over two decades as the frontman of Tokio Hotel, host of the podcast Kaulitz Hills - Mustard from Hollywood and protagonist of the series Kaulitz & Kaulitz on Netflix.

I loved Glitter Spritz even before it was a joint business. The brand combines glitter, glamor and attitude - which is exactly what my own path reflects.

Bill Kaulitz, Co-Founder Glitter Spritz

No advertising cooperation, but participation

He deliberately did not join the company as a brand ambassador, but as a shareholder in the newly founded Glitter Spritz GmbH. The brand had already established itself independently on the market and built up a strong community before its official entry.

According to NielsenIQ, Glitter Spritz is one of the fastest-growing brands in the German aperitif segment. In 2025, the brand was the second best-selling non-alcoholic aperitif in the German food retail sector. Sales were in the mid-six-figure range, with clear double-digit growth, despite a declining overall market.

Today, Glitter Spritz is available in over 5,000 sales outlets and online and is exported to more than 15 countries.

Berlin roots and entrepreneurial substance

The brand was spun off from the Berlin beverage manufacturer Craft Circus. The company was founded in 2014 by Lupo Porschen and Basti Fischer and built up without external investor capital. With Glitter Spritz, this resulted in an independent brand with a clear identity, which has now been transferred into its own company.

National campaign launches

From March 9, 2026, the "Glitter Spritz by Bill Kaulitz" retail campaign will be launched with eye-catching displays in selected food retailers. The rollout will take place selectively and together with retail partners in order to position the brand in a sustainable and high-quality way.

Glitter Spritz combines bitter orange, rhubarb and Mediterranean herbs. The edible glitter is based on the EU-approved food coloring iron oxide and is harmless to health. The taste of the aperitivo is fruitier and less bitter than classic variants.

Glitter Spritz is available with 15% alcohol or alcohol-free. The brand is aimed exclusively at consumers of legal age and stands for conscious enjoyment.

Expansion at home and abroad

Kaulitz's entry is intended to further accelerate national and international expansion. The company is currently examining additional distribution and retail partnerships in Germany and abroad.