A Palm Beach-based beverage startup with a familiar name attached has launched its first product, and the buzz surrounding the venture extends far beyond the drink itself. SOLLOS Yerba Mate made its debut on May 22, 2026, with Barron Trump — the 20-year-old son of President Donald Trump and First Lady Melania Trump — listed as one of five partners and directors of the company.
The company’s first offering is a Pineapple + Coconut flavored yerba mate, a caffeinated herbal tea from South America that has gained traction as a coffee alternative among younger Americans. The startup is taking an unusual path by committing to just one recipe rather than flooding the market with options.
“In the foreseeable future, Sollos will only have one recipe. We didn’t set out to make a flavor lineup; we set out to make the perfect drink. Most brands launch with five flavors, hoping you’ll like one of them. We spent all of our time, energy, and resources obsessing over a single recipe until it was flawless,” a company representative said.
The Team Behind the Can
Securities and Exchange Commission (SEC) filings identify Barron Trump alongside Rodolfo Castello, Valentino Gomez, Stephen Hall and Spencer Bernstein as executive officers. Spencer Bernstein serves as chairman, while Stephen Hall holds the vice president title. Both Bernstein and Hall are high school friends of Barron’s from Oxbridge Academy in West Palm Beach.
The company was incorporated in Florida in December 2025 and is also registered in business-friendly Delaware. A Jan. 23, 2026 SEC filing shows that SOLLOS has already raised $1 million through a private placement, giving the start-up a meaningful war chest as it enters a fiercely competitive category.
Trump is a New York University Stern School of Business sophomore and is signaling a clear preference for the family’s business empire over its political wing. This isn’t his first entrepreneurial effort — Barron previously helped found World Liberty Financial, the cryptocurrency company launched alongside his father and older brothers Donald Trump Jr. and Eric Trump. His crypto holdings alone are worth around $150 million, a staggering sum for a college sophomore and a clear indicator that the youngest Trump is carving out his own financial footprint.
A Sun-Soaked Brand Born Near Mar-a-Lago
Positioned as the perfect summer drink tailored to the vibrant lifestyle of South Florida, SOLLOS is headquartered just down the road from Mar-a-Lago and leans hard into Florida sunshine imagery. Light blue cans feature “SOLLOS” in bold lettering set against an orange-and-yellow sun graphic, and the 12-pack packaging carries the same breezy palette of light blue with yellow accents.
“SOL, meaning sun in Spanish, represents sunrise and the beginning of the day,” the company explained, adding that “LOS, spelled backwards from SOL, represents sunset.” The tagline — “It Begins Where It Ends” — completes the celestial branding.
Ahead of the launch, the company teased fans with sleek promotional videos, including footage of cans rolling through a factory during mass production. The Pineapple + Coconut flavor is being sold in 12-packs through sollos.com, priced at $39 — about $3.25 per can — with a 10 percent discount on orders of two or more packs.
Riding a Booming Beverage Wave
The launch caps months of mounting curiosity surrounding Barron Trump’s entry into the booming energy drink space. The timing couldn’t be better. Yerba mate has surged in popularity across the United States, particularly among younger consumers. The global energy drink market was valued at roughly $85 to $90 billion in 2025 and is projected to balloon to between $125 billion and $157 billion by 2030 to 2034.
Not all the attention has been positive. In the weeks before launch, SOLLOS drew criticism on social media, with some users accusing the brand of appropriating a beverage with deep Indigenous and South American roots and contrasting the venture with the Trump administration’s immigration policies. The company did not publicly respond to the criticism.
Why Barron Is Suddenly Everywhere
The launch arrives at a moment of peak public fascination with the famously private first son. In recent months, family members addressed the internet’s growing interest in Barron, explaining that the relentless attention is precisely why he tends to lay low and play it cool. That low-profile approach hasn’t dampened curiosity — if anything, his rare appearances and quiet business maneuvering have only intensified speculation about his next move.
Whether the bet on a single-flavor strategy pays off in a crowded market remains to be seen, but Barron Trump has officially planted his flag in the beverage business — and the world is watching.
