Alon USA Pleased With Gasoline Rebranding

Sees 9% increase in retail fuel sales in 2012

Steve Holtz, Editor in Chief, CSP Daily News

DALLAS -- As Alon USA Energy Inc. continues to rebrand its gasoline offering to its own Alon flag, the refiner, marketer and retailer is "pleased with the acceptance of the new Alon brand that we introduced in 2012," said president and CEO Paul Eisman.

"Among other benefits, this brand gives us the platform that allows us to grow without the geographical restrictions that we have had in the past," he said on a fourth-quarter earnings call Thursday. "In our wholesale marketing business, branded fuel sales during the quarter reached almost 103 million gallons, an increase of nearly 7% over the same period last year."

One year ago, Alon USA began rebranding its 300 7-Eleven convenience stores in central and west Texas and New Mexico from the FINA fuel brand to its own Alon flag. The project was completed within the 2012 fiscal year, which ended Dec. 31, 2012.

Retail fuel sales volume increased 8.1% from 40.7 million gallons in the fourth quarter of 2011 to 44.0 million gallons in the fourth quarter of 2012. Merchandise sales increased 6.4% from $72.4 million in the fourth quarter of 2011 to $77.0 million in the fourth quarter of 2012.

For the full year, retail fuel sales volume increased by 9.0% from 156.7 million gallons in 2011 to 170.8 million gallons in 2012. Merchandise sales increased 5.7% from $298.2 million in 2011 to $315.1 million in 2012.

In addition to the retail sites, Alon USA Energy Inc., Dallas, is an independent refiner and marketer of petroleum products, operating primarily in the South Central, Southwestern and Western regions of the United States. The company directly owns crude oil refineries in California, Louisiana and Oregon, with an aggregate crude oil throughput capacity of approximately 180,000 barrels per day.

Steve Holtz, CSP/Winsight By Steve Holtz, Editor in Chief, CSP Daily News
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