Barron Trump, the youngest son of former President Donald Trump, has launched a new beverage brand, SOLLOS, which immediately drew sharp criticism for its pricing.
The brand’s first product is a pineapple-coconut energy drink containing organic mate, cane sugar, raw honey, and monk fruit extract. Each 50-calorie can includes 120 mg of natural caffeine and is marketed as a refreshing post-surf boost or a natural energy lift for tennis enthusiasts, aimed at consumers seeking organic and natural ingredients.
A 12-can pack sells for $39, approximately $3.25 per can, a price that quickly ignited online backlash. Social media users described it as "absurd" and a "rip-off." The drink is available for purchase online and in select South Florida stores.
In addition to the beverage, SOLLOS has introduced lifestyle products: shorts for $40, hoodies for $95, and insulated beach bags for $80. Barron Trump is listed as a director of the company, based in Palm Beach, which received $1 million in private funding from a group of friends aged 19 to 23 from South Florida: Rodolfo Castillo, Spencer Bernstein, Steven Hall, and Valentino Gomes. Bernstein and Hall paused their studies at Villanova and Notre Dame universities to work full-time at the company. The company chose to launch with a single flavor first to perfect the recipe before expanding the product line.
The launch also attracted political commentary. A progressive activist group criticized the brand, saying, "Selling culture while deporting people," highlighting a perceived contradiction between SOLLOS’s Latino-inspired branding and the Trump administration’s immigration policies.