Barron Trump ready to prove he’s the truest heir to the Trump empire, sets the clock ticking on his big get rich scheme
Big moves from the youngest Trump.
Barron Trump is officially gearing up for the launch of his latest business venture, SOLLOS Yerba Mate, with a new release date set for May 2026. After a slight delay from the initial plan, originally slated for an April debut, the company is moving forward with its goal to bring pineapple and coconut flavored yerba mate drinks to the market.
According to The Daily Beast, the business has been generating quite a bit of buzz, especially after a recent update on Instagram showed a video of the beverage production process. The caption accompanying the video, which read, ‘One step closer to launch,’ confirms that the team is deep into the final stages of preparation.
The brand is clearly aiming for a specific vibe, as the official Instagram account noted that it intends to capture the vibrant lifestyle of South Florida. It is not just casual observers taking note of the progress, either. A verified account belonging to Elon Musk responded to the post calling the branding a beautiful design.
The venture has certainly drawn a lot of attention
Barron, who is currently 20 years old and a sophomore at the Stern School of Business at New York University, is listed as one of five directors for SOLLOS Yerba Mate Inc. The startup was incorporated in Florida back in December and has already managed to secure significant financial backing.
Public filings indicate that the company raised $1 million in capital through a private placement. This is a pretty impressive start for a new beverage brand. The company is headquartered at a property in Palm Beach, Florida, which is located about one mile from the Mar-a-Lago club. The team behind the brand includes several other directors, such as Rodolfo Castello, Valentino Gomez, Stephen Hall, and Spencer Bernstein.
Bernstein serves as the chairman of the company, while Hall acts as the vice president. It is worth noting that Bernstein is the grandson of Jay Weitzman, a real estate magnate and a longtime friend of the president. Weitzman has been a notable figure in business for years, particularly through his parking company, Park America, which has held federal contracts for decades.
Reports have suggested that the business is registered at a $16 million home owned by Weitzman in Palm Beach, though Weitzman has denied any personal involvement in the venture. The journey to this launch has been a long time coming. Sources previously mentioned that Barron spent his summer break working on business plans with other students, which indicates that this project has been in development for quite a while.
Other directors have also made significant personal sacrifices to get the company off the ground. For instance, Bernstein mentioned in a LinkedIn post that he would be postponing his final semester at Villanova University to focus on the business. Similarly, Hall shared on LinkedIn that he would not be returning to Notre Dame until the fall to prioritize the direct-to-consumer spring launch.
Barron is involved in many other high-profile projects too
Barron, President Donald Trump’s youngest son, is also listed as a co-founder of World Liberty Financial, the family’s cryptocurrency firm. His involvement in the finance and tech space seems to be a major focus for him. Financial reports from last year estimated his net worth to be around $150 million, largely due to his cryptocurrency holdings. The scale of his digital asset portfolio is significant, with some estimates suggesting he could gain hundreds of millions more once certain tokens unlock.
Despite the momentum, the product is facing some skepticism from the established yerba mate community. Online forums like the r/yerbamate section on Reddit have featured some pretty harsh criticism. Some users have expressed a negative outlook before even tasting the product, with one person commenting that they already have a bad taste in their mouth.
Another user was quite blunt, suggesting that the brand does not understand the essence of the drink and is attempting to apply a fast-food model to a traditional beverage. It is clear that the brand has its work cut out for it if it wants to win over the enthusiasts who are deeply passionate about the history and culture of yerba mate.
The company itself describes its product as a lifestyle beverage brand built around clean and functional ingredients. It will be interesting to see how the market reacts once the cans actually appear in stores in a few weeks. Whether the branding and the specific flavor profiles can bridge the gap between a mainstream lifestyle product and the traditional expectations of the yerba mate community remains to be seen.
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