August M
Breaking into the highly competitive beverage market is notoriously difficult for any new company.
Standing out on crowded store shelves requires an eye-catching brand, but a massive price tag can immediately spark an uproar among everyday shoppers, reports The Independent.
Shocking shelf prices
A new energy drink line just hit the market in southern Florida. It is already raising eyebrows. According to The Independent, a 12-pack of the pineapple and coconut flavored beverage costs nearly $40 online and in stores.
The premium brand is named Sollos. Run by a group of young entrepreneurs, the startup counts the president’s youngest son among its directors. At $3.25 per can, the steep pricing has quickly triggered intense criticism across social media.
According to the media site SheFinds, internet users labeled the cost structure as absurd and a grift. One shopper bluntly wrote: “12 pack for $39? Insane.”
Seeking single perfection
Behind the scenes, official filings revealed that Barron Trump, a 20-year-old NYU business student, serves as a director. The company lists a registered address in Palm Beach near the Mar-a-Lago estate.
Despite the backlash, the startup is doubling down on its approach. A Sollos spokesperson told The Independent in April that the company plans to stick to just one recipe for now.
“We didn’t set out to make a flavor lineup; we set out to make the perfect drink. Most brands launch with five flavors, hoping you’ll like one of them. We spent all of our time, energy, and resources obsessing over a single recipe until it was flawless,” the spokesperson said.
Sunshine state lifestyle
Alongside the beverage, the brand is selling high-priced merchandise, including a $95 hoodie. The founders, who are all between 19 and 23 years old, claim they drew inspiration from their Florida upbringing.
According to the official website, the group wanted a drink that matches local outdoor living. The website states: “Despite Florida’s outdoor, sun-driven lifestyle, there was no clean, functional, and great-tasting beverage that truly fit how people in Florida actually live. Existing options either lacked quality ingredients or failed to deliver a refreshing taste that matched the environment and lifestyle,”
This launch is not the young student’s only business venture. Forbes reported in late 2025 that the college student has an estimated net worth of $150 million, thanks partly to a crypto firm he co-founded with his brothers.
Sources: The Independent, SheFinds, Forbes
