Barron Trump is officially moving forward with his latest business venture, SOLLOS Yerba Mate Inc., as the startup prepares for a launch that is now scheduled for May 2026. The 20-year-old, who is currently a sophomore at New York University’s Stern School of Business, is listed as one of five directors for this Florida-incorporated company.
The company recently shared a behind-the-scenes look at its production process on Instagram, showing the drinks being manufactured in a factory. They accompanied the video with the caption, “One step closer to launch.” According to a source who spoke to People magazine last year, Barron spent his summer months developing business plans with other students, suggesting that this isn’t just a sudden whim but a calculated entrepreneurial move.
Per The Daily Beast, the branding for SOLLOS focuses on the vibrant lifestyle of South Florida, featuring eye-catching yellow and blue cans. These designs have already garnered some high-profile attention, as a verified account under the name ‘Elon Musk’ responded to the company’s post by calling the aesthetic “Beautiful design.”
If you take a look at the Instagram profile, there is a lot of fawning too
The team behind the scenes includes directors Rodolfo Castello, Valentino Gomez, Stephen Hall, and Spencer Bernstein, with Bernstein taking the lead as chairman and Hall serving as vice president. The venture is also connected to some well-known circles, as the company is registered at the $16 million Palm Beach home owned by Jay Weitzman.
Weitzman, a long-time friend of President Donald Trump and a prominent real estate magnate, has seen his parking company, Park America, secure federal contracts for decades. Despite the link to his property, Weitzman has denied any personal involvement in the business operations.
This isn’t the only project on the horizon for the younger Trump. He is also listed as a co-founder of World Liberty Financial, which is the Trump family’s foray into the world of cryptocurrency. Barron is carving out his own path in the business world, though his latest foray into the beverage industry has hit a bit of a snag regarding its reception.
The yerba mate community, in particular, has been very vocal. On the Reddit forum r/yerbamate, the reaction has been quite negative. Many users feel that the company is attempting to strip away the cultural significance of the drink, which is a staple in countries like Paraguay, Brazil, Uruguay, and Argentina.
One user shared their frustration by writing, “The gringos don’t understand s— from outside their country. Want to corrupt everything into a fast food model, without understanding the essence of anything.”
This criticism touches on the deep history of yerba mate, which has been an essential part of Latin American culture since its origins with indigenous communities. UNESCO recognizes the Yerba Mate Cultural Landscape as a vital piece of heritage, noting that the infusion is about more than just caffeine.
It represents social cohesion, family, and a long history that includes both pre-Columbian traditions and the difficult legacy of colonial labor. For many, yerba mate isn’t just a flavored energy drink to be mass-produced; it’s a ritual that involves specific preparation and community gathering.
The online discourse reflects a wide divide. While some Instagram users are excited, saying “Going to be big time,” others are pushing back. One user, solillo01, pointedly wrote, “Nice cultural apropiation…They don’t want Latins in the US but they want their products. Buy yerba from Latinamerican countries and do this beverage the natural way!”
As the launch date approaches, it will be interesting to see if the brand can overcome this initial backlash. Also, all of my feelings of cultural appropriation and nepotism aside, I can appreciate his attempt at making a business school business.
The lad, for what it’s worth, seems to be polite. He just has the unfortunate luck of having the most controversial parent on the planet, and I acknowledge that it brings him a lot of hate. So, best of luck, Barron Trump. I just won’t be buying your yerba mate in a can since I prefer it the traditional way.
Published: Apr 11, 2026 07:27 am