A beverage startup launched on May 22, 2026, by Barron Trump and a team of business partners is generating intense online attention as the president’s youngest son makes his formal entrance into the commercial world. The 20-year-old New York University Stern School of Business sophomore is listed as one of five partners and directors of SOLLOS Yerba Mate, a Palm Beach, Florida-based company now selling its first product: a Pineapple + Coconut flavored drink.
The launch represents a clear signal that Barron Trump is pursuing the family’s business track rather than following its political path. His involvement has sparked widespread discussion after months of growing speculation about his plans in the rapidly expanding energy drink market.
Why Barron Is Suddenly Everywhere
Public fascination with the typically private first son has reached new heights. In April 2026, sister-in-law Lara Trump addressed the internet’s growing obsession with Barron on her podcast, 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.
This isn’t Barron’s debut in entrepreneurship. He 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.
The Team Behind the Can
Securities and Exchange Commission (SEC) filings list Barron Trump alongside Rodolfo Castello, Valentino Gomez, Stephen Hall and Spencer Bernstein as executive officers of the company. Bernstein serves as chairman, while 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. An 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.
Riding a Booming Beverage Wave
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. Yerba mate — a caffeinated herbal tea native to South America — has surged in popularity across the United States as a coffee alternative, particularly among younger consumers who are drinking less alcohol than previous generations.
By positioning SOLLOS as “the perfect summer drink” tailored to “the vibrant lifestyle of South Florida,” Barron and his partners are betting on a lifestyle play that taps into both the Sunshine State’s culture and the broader wellness shift reshaping the beverage aisle.
The Pineapple + Coconut flavor is being sold in 12-packs through sollos.com, priced at $39 — about $3.25 per can — with a ten percent discount on orders of two or more packs. Ahead of the launch, the company teased fans with sleek promotional videos, including footage of cans rolling through a factory during mass production.
Unlike most beverage brands that flood shelves with flavor variations, SOLLOS is taking a minimalist approach. “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.
A Sun-Soaked Brand Born Near Mar-a-Lago
Headquartered just down the road from Mar-a-Lago, the company leans hard into Florida sunshine imagery. The brand’s 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.
According to the company, the name itself is a bilingual play on the sun’s daily journey. “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.
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.
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.