Barron Trump, the 20-year-old son of President Donald Trump and First Lady Melania Trump, is now listed as one of five directors of a Palm Beach-based yerba mate company called SOLLOS, the Daily Mail reported after reviewing Florida state business records. The brand's first canned drinks are slated to hit the market in May 2026.
The move makes the youngest Trump sibling, still a sophomore at New York University's Stern School of Business, the latest member of the family to carve out a business identity independent of his father's political career. It also places him squarely in one of the fastest-growing segments of the beverage market, where caffeinated teas and functional drinks have drawn a flood of celebrity-backed competitors.
SOLLOS Yerba Mate is registered in both Florida and Delaware, the Palm Beach Post reported. The company announced on LinkedIn that its canned yerba mate drinks would arrive in two flavors, pineapple and coconut, and posted a teaser image of its signature 12-pack floating on a surfboard in the ocean.
Barron Trump is not going it alone. The company was co-founded by Spencer Bernstein and Stephen Hall, both of whom attended Oxbridge Academy, the same Florida high school Barron attended. The three share roots in Palm Beach, and the venture appears to have grown out of those personal connections rather than a corporate incubator or family-office deal.
As we previously reported, Barron's interest in launching a company near Mar-a-Lago had already drawn attention earlier this year. The new details from state filings confirm his formal role in the venture's corporate structure.
The company's website remains under password protection, a common tactic for startups building buzz ahead of a product drop. The LinkedIn announcement and teaser packaging are the only public-facing materials so far.
Yerba mate is a traditional caffeinated tea from South America. It has gained a devoted following in the United States, particularly among younger consumers drawn to its natural energy profile. Brands like Guayaki already stock shelves at Whole Foods and CVS, giving SOLLOS an established category to enter, and established competitors to contend with.
The choice of product says something about the target audience. Yerba mate skews young, health-conscious, and social-media literate. Launching with pineapple and coconut flavors, tropical, clean, Instagram-ready, fits that lane precisely.
Whether SOLLOS can break through in a crowded field will depend on distribution, branding, and execution. The Trump name guarantees attention. It does not guarantee shelf space.
Barron Trump spent most of his childhood shielded from the spotlight. Born and raised in New York City, he attended school there until 2017, when his father took office for his first term. He became the first boy since John F. Kennedy Jr. to live in the White House in more than 50 years.
His public profile remained thin for years compared to his older siblings, Don Jr., 48; Ivanka, 44; Eric, 42; and Tiffany, 32. Barron is 12 years younger than Tiffany, the next closest in age. That gap, combined with his mother's deliberate efforts to keep him out of the press, meant he grew up largely outside the political media machine that consumed the rest of the family.
That has changed. Barron reportedly played a significant role in his father's most recent campaign by recommending podcasts and YouTube shows for the president to appear on, a contribution that helped the campaign reach younger male voters through channels traditional political operatives had largely ignored. The political class has taken notice of his influence, and some Democrats have openly discussed scrutinizing Trump's children as a political strategy.
An insider told People in March that Barron had inherited his father's interest in making money and making a name for himself. Separate reporting indicated he has also set his sights on property development, a path that would track closely with the family business.
Barron has drawn public attention for other reasons, too. He made news when he contacted police to help a friend during a violent incident, a moment that reflected well on his composure under pressure.
First Lady Melania Trump has spoken publicly about her youngest son in her documentary, a 90-minute film that premiered in theaters in January and is now streaming on Amazon. In the film, President Trump sat in a car with Melania and described having "cute conversations" with Barron.
Melania offered her own assessment of the young man now stepping into the business world. She described Barron as having an "incredible mind" and called him "very confident." She said she wants him to live his own life and carve his own path.
That path now runs through a yerba mate startup in Palm Beach. The broader Trump family has long operated at the intersection of business, branding, and public life, from Manhattan real estate to a planned 50-story presidential library and museum in Miami. Barron's entry into the beverage space is a different kind of venture, smaller in scale but distinctly his own.
Several questions hang over the launch. The names of the other directors, beyond Barron, Bernstein, and Hall, have not been publicly disclosed. The exact filing dates for the Florida and Delaware registrations are unclear. No retail distribution partners have been announced. And the password-locked website offers no details on pricing, ingredients, or supply chain.
Critics of the Trump family will inevitably frame the venture as cashing in on a famous name. That charge has been leveled at every Trump business move for decades. It also gets leveled at virtually every celebrity who enters the beverage space, and there are many. The difference is that Barron Trump is 20, still in college, and building something with friends from high school. That looks less like a branding exercise and more like a young man trying to build something real.
Others, including Jesse Ventura, have tried to dictate what Barron Trump should do with his life. He appears uninterested in taking their advice.
The beverage industry is brutal. Most new brands fail. The ones that survive do so through relentless execution, smart distribution, and a product people actually want to buy twice. A famous last name gets you a first look. It does not get you a second purchase.
Barron Trump is betting he can compete on the merits. SOLLOS will launch in May, and the market will render its verdict soon enough. No amount of political commentary, from the left or the right, will matter as much as whether the product is any good.
In a country that spends a lot of time arguing about what the children of powerful people owe the public, there is something refreshing about one of them just trying to sell a drink.
