Barron Trump's first business venture debuts with $39 drink at nearly double the price of Red Bull

WASHINGTON, DC: Barron Trump has made his first visible move into the business world with the launch of a premium beverage under the Trump family's newly introduced Trump Drinks brand. The Florida-inspired energy drink is priced at $39 per case, nearly double the cost of a comparable case of Red Bull.

The launch marks the 20-year-old New York University student's first publicly known commercial venture outside the political spotlight surrounding his family.

Barron Trump launches premium energy drink

The first product released under Trump Drinks is an energy beverage inspired by Florida citrus flavors, including orange, lemon, and lime. According to the company, the drink contains natural caffeine and vitamins and is free of added sugar.

SOLLOS Yerba Mate recently debuted a Pineapple + Coconut 12-pack priced at $39, according to its website.

The Palm Beach-based company, which says it was founded by "a group of close friends ages 19-23 who grew up living in South Florida," is leaning into its Sunshine State roots, marketing SOLLOS as a drink designed for Florida’s outdoor lifestyle.

The company represents the latest business venture tied to Barron Trump, the youngest son of President Donald Trump and a student at New York University.

"The launch went very well," Spencer Bernstein, co-founder of SOLLOS, told FOX Business. "Spending more than a year refining the formula and creating over 100 iterations to the recipe was absolutely worth it."

The product is sold in 12-can cases for $39, putting the price at roughly $3.25 per can. By comparison, a similarly sized case of Red Bull typically retails for about $19 to $22, depending on the retailer, making Barron Trump's drink nearly twice as expensive.

The premium pricing quickly drew attention online, with observers comparing the drink not only to Red Bull but also to other celebrity-backed beverages that have entered the market in recent years.

For years, Barron has remained the most private member of the Trump family, rarely making public appearances and largely staying away from his father's political campaigns.

Since beginning college, curiosity about his future has grown, making the beverage launch one of the first clear signs of his independent business ambitions.

Barron Trump's drink enters celebrity beverage market

The launch places Trump Drinks in a competitive market that already includes celebrity-backed products such as Logan Paul's Prime and Kendall Jenner's 818 Tequila, both of which built significant followings through their founders' public profiles.

Yerba mate, a caffeinated herbal tea popular in Brazil, Argentina, Uruguay, and Paraguay, has gained traction in the US as a coffee alternative.

"We believe yerba mate is the best source of caffeine because it is plant-based and provides a smooth, sustainable energy boost without the sharp spikes and crashes often associated with coffee and synthetic energy drinks. It’s also naturally rich in antioxidants," Bernstein said.

In April, before the product launched, the brand and the Trump family also faced online backlash. The Daily Beast reported that the company came under fire "for using a South American product and name while the Trump administration targeted Latinos via its current immigration policies."

The company said its products will be sold online and at select retail locations across South Florida. It is also selling branded merchandise, including a sweatshirt, shorts, beach bag, and hat.

SOLLOS was previously announced as a beverage brand designed to complement life in the "Sunshine State," with branding centered around the sun.

Supporters have welcomed Barron's entry into business, while others have questioned whether consumers will pay the premium price when lower-cost alternatives are widely available.

Although Barron has largely remained out of public view throughout his father's political career, his association with the new brand signals a rare step into the commercial spotlight.

There is also some family competition in the space. President Trump's granddaughter, Kai Trump, has launched an energy drink in collaboration with Accelerator Active Energy Drinks. Her signature flavor is Blue Raz Slush.