Barron Trump Launches Yerba Mate Company — 12-Pack Costs $39
Barron Trump has entered the beverage business.
SOLLOS Yerba Mate, a drink company in which the youngest Trump son is listed as a director, launched its first product this week — a Pineapple + Coconut yerba mate retailing at $39 for a 12-pack. The brand was started with what SOLLOS describes as "a group of close friends ages 19-23" from South Florida.
Each can contains organic Brazilian yerba mate, pineapple and coconut flavoring, and is sweetened with cane sugar, raw honey, and monk fruit extract. Fifty calories per can and 120 milligrams of natural caffeine — roughly comparable to a cup of coffee.
The brand positions itself around Florida living — specifically the kind that involves surfing, tennis, and cabanas. "It all started in a cabana, with a simple goal: create a beverage that actually complements life in the Sunshine State," the SOLLOS team wrote on their website. The drink is meant to be "refreshing after a surf session, energizing enough to carry you through a tennis set, and crafted with organic ingredients."
One Flavor. On Purpose.
Most beverage companies launch with multiple flavors to cast a wide net. SOLLOS went the opposite direction and is betting everything on a single offering — which they're calling a deliberate choice rather than a limitation.
"Most brands launch with four flavors hoping you'll like one of them," the company wrote on its site. "We have been obsessing over one flavor until it was flawless. Enjoy."
Flawless is a bold claim for a first product from a group of 19 to 23-year-olds, but confidence has never been in short supply in the Trump family.
The Name Has a Story
SOLLOS isn't a random word. The company explained the meaning in a LinkedIn post ahead of launch. "Sol" means sun in Spanish and represents sunrise — the beginning of the day. "Los" is "Sol" spelled backwards and represents sunset — the end of the day. Together SOLLOS is meant to capture the full cycle of the sun and the idea that "It Begins Where It Ends."
It's the kind of brand mythology that gets workshopped in a lot of startup decks. Whether it resonates with someone reaching for an energy drink after a surf session is another question.
The Yerba Mate Market They're Entering
Barron and his friends aren't entering an empty space. The yerba mate category has exploded in the US over the past several years, driven largely by brands like Guayaki — which essentially built the American market — and more recently Mate Mate and a wave of new entrants riding the functional beverage trend.
The category appeals to consumers who want caffeine without the crash associated with energy drinks and without the acidity of coffee. Yerba mate delivers a cleaner, more sustained energy hit thanks to a combination of caffeine, theobromine, and theophylline — the same compound found in tea. It's been a staple drink in South America for centuries and has found a receptive audience among the health-conscious and athletically inclined demographic SOLLOS is clearly targeting.
At $39 for 12 cans that works out to $3.25 a can — premium pricing for the category but not outrageous given the organic ingredient positioning. Guayaki's canned products retail for roughly $3 to $4 per can depending on where you buy them.
Whether SOLLOS can carve out shelf space in a crowded market without Barron Trump's name attached to it is the real test. Whether it can carve out shelf space with his name attached — in a political climate where every consumer purchase has become a statement — is a different and more complicated question entirely.
The cans are available now. The cabana lifestyle is sold separately.
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