the Joshua Schall Audio Experience

Author: Joshua Schall

Welcome to the Joshua Schall Audio Experience On my podcast, youll hear episodes of my popular short-form Consumer Packaged Goods (CPG) news segment "Consumed", a long-form CPG entrepreneurship interview segment "Formula For:", deeper dive segments "Deep Dish CPG", public speaking engagements, and any of my new and current thoughts that I record specifically for this audio experience! Leave a review on iTunes and let me know what you think!
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Language: en

Genres: Business

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Barron Trump Believes Yerba Mate is the New Diet Coke | Can SOLLOS Dethrone Guayaki?
Tuesday, 21 April, 2026

Move over Diet Coke, there’s a new Trump beverage in town. Barron Trump (along with some former classmates) are launching SOLLOS, a yerba mate brand seeking to capture the "Sunshine State" lifestyle. It’s naturally caffeinated, slightly bitter, and already getting trolled into oblivion online. But let’s not get caught up on politics. Yerba mate is skyrocketing as a natural coffee alternative. In terms of packaged beverages, Guayaki absolutely dominates the U.S. market. I think the strategic brand elements of SOLLOS are durable, and betting on a "quality over quantity" flavor strategy is savvy, but success ultimately hinges on whether President Trump's youngest son can turn his polarizing fame into retail shelf space and convince Yellow Can "clean energy" drinkers to switch their loyalty.