Barron Trump’s $39 Yerba Mate Brand Sparks Backlash

Barron Trump co-founded a Florida-based yerba mate company called SOLLOS, which began selling a $39 12-pack online and in stores near Mar-a-Lago in May 2026.

The brand launched from the Palm Beach orbit, including a West Palm Beach party and sales online, through Amazon, and in convenience stores near Mar-a-Lago.

The drink arrived as a 12-pack priced at $39, with each 50-calorie can containing 120 milligrams of natural caffeine.

The company, Sollos Yerba Mate Inc., was incorporated in Delaware in late 2025. In January, filings in Florida and Delaware listed Trump as a director and showed that the company raised $1 million through a private placement.

The public rollout began before cans hit the shelves. In April, SOLLOS used its LinkedIn company page to promote its 12-pack, “Pineapple + Coconut,” while Fox Business reported on the brand’s first flavor ahead of launch.

The company described itself as a yerba mate brand with organic Brazilian mate. Its branding also leaned into the trademarked phrase “Created in a Cabana,” a line critics flagged because yerba mate is native to South America, not a generic tropical beach drink.

That framing became a flashpoint. By April 24, the brand was drawing criticism on social media, with users accusing it of commercializing a drink tied to Indigenous and South American traditions.

One Reddit user wrote, “I have yet to have a taste, but already have a bad taste in my mouth.” On Instagram, one commenter wrote, “Yerba mate carries real history and survival, and shouldn’t be sold by the son of the man who loathes Latinos,” according to Latin Times.

Another Instagram commenter was even sharper: “This tastes like hypocrisy and cultural appropriation with a sprinkle of spunky Cheeto dust.”

Not every reaction focused on politics. One X user wrote, “Barron Trump is in business, launching an energy drink called Sollos, which puts a new spin on the traditional South American herbal elixir yerba mate. Nice packaging,” according to Real Talk Digest.

The backlash followed Trump’s unusually private public profile compared with that of other members of his family. But the filings and public business registrations point to a real company, not just a social media stunt – and one with notable connections.

The company is registered at a $16 million Palm Beach property owned by Jay Weitzman, a longtime friend and donor to President Trump, whose parking company, Park America, has received federal contracts, according to The Daily Beast and Newsweek.

Weitzman denies any involvement, saying the company is registered at his address only because his grandson, co-director Spencer Bernstein, lives with him. A spokesperson for SOLLOS confirmed Weitzman “has zero association with the business.”

Bernstein, who attended Oxbridge Academy in Palm Beach with Trump and later reportedly Villanova University, wrote on LinkedIn that he postponed his final semester to focus on “SOLLOS Yerba Mate, a lifestyle beverage brand built around clean + functional ingredients.” The post added a more conventional startup angle to a story that quickly became political.

Even the comment section around the brand split in unexpected ways. Elon Musk appeared in the comments on the brand’s Instagram page and called the packaging “Beautiful design.”

Then came the twist every boycott story fears: at least one critic liked the product. Slate reviewer Heather Schwedel wrote that she “kept drinking” and that the drink “continued to grow on me” — ultimately concluding she liked it.

The brand now sits at the center of several overlapping arguments: celebrity beverages, political connections, cultural ownership, and whether a product can win over people who dislike everything around it.

Whether the attention translates into lasting sales is the question SOLLOS hasn’t answered yet.