Ferovinum, the fast-growing platform transforming how stock, working capital and opportunity move through the global drinks sector, has today unveiled a full rebrand — including a new name: Fero. The announcement comes at a pivotal moment for the company, following the launch of its $550 million securitisation programme earlier this year and rapid expansion across producers, distributors and retail partners.
The shift to Fero signals what the company calls a “new era” — not a change in mission, but an evolution in how it communicates with a global industry undergoing profound transformation.
A modern brand for a modern drinks ecosystem
In recent years, Fero has gained traction for helping drinks businesses unlock working capital, streamline logistics and free up resources to focus on growth. But as the company scaled, its leadership saw an opportunity to better align its identity with its ambitions — and with the community that has built around it.
“Ferovinum was the name that got us started and the wine industry was primarily who we served in 2018. Our name was a nod to that and we are super proud of what we have done since. It was the right thing for us as a business to look at our next evolution as we increased our global connectivity, rolled out enhanced product features and expanded our breadth of customers beyond solely wine to also include spirits, beer, read-to-drink cocktails, and non-alcoholic as categories we now serve. Fero is the name of our next chapter that will take us forward,” said Mitch Fowler, founder of Fero. “Our partners are scaling quickly, innovating boldly and pushing the drinks industry into the future. Our brand needed to reflect that same energy and clarity. The timing felt right — not because we’ve changed, but because we’ve grown.
The new brand centres on a simple, instantly recognisable symbol: a bottle in motion. Confident, fluid, and forward-leaning, it represents both momentum and belonging — a shared ambition between Fero and the producers, distributors, importers and innovators who use its platform.
An inflection point
The company says the rebrand was driven by two parallel forces: its own rapid infrastructure expansion, and the accelerating demands of the modern drinks economy.
“This year has been transformative — operationally, financially and globally,” noted Dan Gibney co-founder of Fero. “With the global securitisation programme in place, supporting our global supply chain technology, we now have the scale to support partners in ways unimaginable even a few years ago. Reintroducing ourselves as Fero is simply the next logical step in our journey. It allows us to simplify, to speak more clearly and to build a brand that resonates from a small craft producer to the world’s largest distributors.”
The founders emphasise that the name may be new, but everything that matters stays the same: the team, the mission and the commitment to modernising one of the world’s oldest industries.
Same mission. Same team. Same momentum. Just a new name.
Despite the scale and significance of the change, Fero’s message is clear: this rebrand represents evolution, not reinvention.
“Our purpose hasn’t changed — only our ability to deliver on it has grown,” said Fowler. “Fero is simply who we’ve become.”
With a bold new brand, a strengthened capital base, and a rapidly expanding global footprint, Fero aims to continue removing friction from the drinks ecosystem — enabling stock, capital and opportunity to move wherever ambition takes them.
