Barron Trump's first public business venture has a product on the shelf. SOLLOS Yerba Mate, the Palm Beach-based beverage startup where the president's youngest son serves as one of five directors, recently launched a Pineapple + Coconut 12-pack priced at $39, a Florida-flavored entry into the fast-growing market for plant-based energy drinks.
The debut marks a concrete step for a company that, until now, existed mostly in corporate filings and social media teases. FOX Business reported that co-founder Spencer Bernstein called the launch a success, saying the team spent more than a year refining the formula across over 100 recipe iterations before settling on its first flavor.
For a 19-year-old college sophomore, it is a serious opening move, and one that reflects a broader generational shift away from synthetic energy drinks toward cleaner alternatives. Whether SOLLOS can compete in a crowded category remains to be seen. But the young founders are betting that organic ingredients, USDA certification, and South Florida branding give them an edge.
Corporate filings submitted in January in Florida and Delaware list Barron Trump as one of five directors of SOLLOS Yerba Mate Inc. The company is headquartered just minutes from the Trump family's Mar-a-Lago Club in Palm Beach. It describes itself as the creation of "a group of close friends ages 19-23 who grew up living in South Florida."
Barron Trump is currently a sophomore at New York University's Stern School of Business, Newsmax reported, and is working alongside four business partners, many of them longtime friends from the Palm Beach area. The venture positions him as a young entrepreneur following the Trump family's long tradition of brand-building, though this time the product is canned tea, not real estate.
SOLLOS has raised $1 million from private investors, the New York Post reported, citing a U.S. Securities and Exchange Commission filing. The company's products will be sold online and at select retail locations across South Florida, with branded merchandise, including a sweatshirt, shorts, beach bag, and hat, also available.
This is not Barron Trump's first brush with the business world. In July 2024, he and two partners, including a former classmate, incorporated Trump, Fulcher & Roxburgh Capital Inc. in Wyoming. That entity was dissolved on Nov. 14, 2024, days after the presidential election. The timeline suggests a deliberate pivot away from that venture as his father returned to the White House.
Yerba mate is a caffeinated herbal tea popular in Brazil, Argentina, Uruguay, and Paraguay. It has gained traction in the U.S. as a coffee alternative, and SOLLOS is betting that American consumers, especially younger ones, are ready for a clean-label version.
Bernstein told FOX Business that the company chose yerba mate for a specific reason:
"We believe yerba mate is the best source of caffeine because it is plant-based and provides a smooth, sustainable energy boost without the sharp spikes and crashes often associated with coffee and synthetic energy drinks. It's also naturally rich in antioxidants."
He drew a direct contrast with the competition's ingredient lists:
"Most beverages on the shelf use stevia or artificial sweeteners like sucralose. From the start, we've focused on using the highest-quality organic ingredients to make SOLLOS the great-tasting, functional beverage that it is."
The company recently earned USDA Organic certification, a milestone Bernstein highlighted. In a market where "organic" and "natural" labels are often slapped on products that barely qualify, the USDA designation carries weight, it requires third-party auditing and compliance with federal standards for organic production.
SOLLOS has leaned heavily into its South Florida roots. The company posted on LinkedIn that it has created "the perfect summer drink," and on Instagram it said, "The company aims to capture the vibrant lifestyle of South Florida with its products," as Breitbart noted. The "Sunshine State" branding runs through the company's social media presence and product design.
That regional identity is a deliberate choice. Florida has become a magnet for young professionals, entrepreneurs, and families fleeing high-tax, high-regulation states. A beverage brand built around the Florida outdoor lifestyle taps into a cultural current that runs deeper than flavor profiles.
Bernstein expressed confidence that the product can win over skeptics:
"We've received very positive feedback about the taste of SOLLOS, even from people we expected to dislike it because of preconceived notions. We've proven that it's a beverage everyone can enjoy."
The "preconceived notions" line is telling. Any product linked to the Trump name will face reflexive hostility from certain quarters. Bernstein seems to acknowledge that reality while arguing the product stands on its own merits.
The energy and functional beverage market is enormous and fiercely competitive. SOLLOS enters a space dominated by giants like PepsiCo, whose CEO, Ramon Laguarta, recently discussed the company's own pricing strategy on FOX Business, as well as by established yerba mate brands and a wave of newer clean-energy startups.
A $39 price point for a 12-pack, roughly $3.25 per can, puts SOLLOS in the premium tier. That price will need to be justified by taste, brand loyalty, or both. The company's initial retail footprint is limited to select South Florida locations, which suggests a controlled rollout rather than a national blitz.
Open questions remain. The identities of the other four directors have not been publicly disclosed. The specific retail partners in South Florida have not been named. And the long-term business plan, whether SOLLOS aims to expand nationally, add flavors, or seek a larger distribution deal, is unclear from what has been disclosed so far.
Barron Trump has largely stayed out of the public spotlight. A source told People, as Newsmax relayed, that "Barron has been actively working on his own financial interests and has spent time with others who he is involved with in that area." The SOLLOS launch is the most visible evidence of that work to date.
He is 19 years old, studying business at one of the country's top programs, and building a consumer brand with friends his own age. That is not a scandal. It is not a controversy. It is a group of young men starting a company, raising capital through proper channels, filing the right paperwork, earning a federal organic certification, and putting a product on the market.
In an era when critics demand that the Trump family's every move be treated as suspect, SOLLOS Yerba Mate is remarkably straightforward: a small beverage startup doing what small beverage startups do. The name on the filing will guarantee attention. Whether the product earns repeat customers will depend on what is inside the can.
In America, that is still how it is supposed to work, famous name or not.
