Palm Beach, Fla. — Barron Trump, the 20-year-old son of former President Donald Trump and First Lady Melania Trump, is stepping into the beverage industry with a new venture that is already attracting attention and sparking debate. As a sophomore at New York University, Barron is one of the five directors of Sollos Yerba Mate, a company focused on launching a unique pineapple and coconut-flavored yerba mate drink this May.
This new endeavor marks Barron’s most significant business move to date, following a brief foray into real estate. The company, which was incorporated in December 2025, has already attracted $1 million in private investments. The business is officially linked to a Palm Beach residence owned by Jay Weitzman, a family friend and grandfather of one of Barron’s partners, although Weitzman has stated he is not involved in the venture.
Barron is not alone in this venture; he has teamed up with Spencer Bernstein and Stephen Hall, both friends from his high school days at Oxbridge Academy. Their team also includes Rodolfo Castello, a business analyst at McKinsey & Company, and Valentino Gomez. Bernstein and Hall are now pursuing degrees at Villanova University and the University of Notre Dame, respectively.
Sollos Yerba Mate has crafted its identity around the sunny lifestyle of Florida, positioning its beverage as a product meant to enhance the experience of life in the state. The company’s name, which incorporates the word “SOL” meaning sun in Spanish, symbolizes the complete cycle of the day, reflecting the founders’ aim to capture the essence of South Florida living.
In a departure from typical beverage launches that often showcase multiple flavors, Sollos will start with just the pineapple and coconut variant in a 12-pack format. Initially set for an April release, the launch has been postponed to May, as the company prepares to enter the competitive beverage market.
However, the launch has generated scrutiny, particularly from ethics advocates. Critics, such as Norm Eisen, a prominent ethics watchdog, view this venture as a potential conflict of interest, suggesting it may provide avenues for influence over political matters through familial ties.
Social media reactions reveal a divided reception; some in the yerba mate community have expressed concerns regarding the founders’ understanding of the traditional beverage’s cultural significance. This pushback underscores the importance of authenticity in a market where consumer loyalty can hinge on brand values.
Despite the criticism, those close to Barron believe in his potential in the business arena. Sources describe him as “smart, focused, and resourceful,” traits that distinguish him from his father. Unlike Donald Trump’s brashness, insiders suggest Barron embodies a more reserved and sophisticated demeanor akin to his mother.
Barron’s ambitions extend beyond this latest endeavor. He reportedly holds a stake in World Liberty Financial, a cryptocurrency venture that reportedly contributed significantly to the Trump family’s wealth after the 2024 election. Additionally, he previously attempted to establish a real estate business, indicating his ongoing interest in entrepreneurial pursuits.
Growing up in the Trump spotlight has been a unique experience for Barron. At 12 years younger than his closest half-sibling, Tiffany Trump, he has largely maintained a lower profile. Yet, this solitude has instilled a sense of self-reliance and ambition, qualities that may serve him well as he embarks on his business journey.
As Sollos Yerba Mate prepares for its market debut, it remains to be seen whether the brand can carve out a space amid fierce competition. With substantial financial backing and a strategic singular flavor launch, the venture is poised to attract attention in the beverage industry.