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VP Racing Introduces 'Winner's Circle' C-Store Brand

Backcourt image to leverage racing heritage, support brand positioning

SAN ANTONIO -- In conjunction with its retail branding program, VP Racing Fuels has introduced "Winner's Circle," its new convenience store brand.

VP Racing Winners Circle (CSP Daily News / Convenience Stores)

The new brand reflects VP's racing heritage, which is the foundation on which the company built its current business model.

"We would not be where we are and have the opportunities we have today without nearly 40 years of helping our customers win races off road and on the track," said Alan Cerwick, president of VP Racing Fuels. "Everything we've done has been … fueled by a passion and dedication to helping our customers win, so 'Winner's Circle' is a perfect fit. That hasn't changed with our new expanded business model except that now our passion extends to helping our retail partners 'win' with our branding program, which was specifically designed to help c-store owners become more competitive and more profitable."

He continued, "Similarly, our new 'consumer' products were each designed to help our retail customers and their equipment deliver a 'winning' performance. That includes, for example, our Madditive performance chemicals to help ensure they get the optimum performance their vehicles were designed to deliver and VP Small Engine Fuel, which helps ensure their outdoor power equipment starts easily, stays out of the repair shop and operates at peak performance. This philosophy is summed up in our new tagline, 'Our Passion is Your Performance'."

As part of San Antonio-based VP Racing's retail branding program, gas stations and convenience stores rebrand as VP Racing Fuels, with each providing distribution for VP's other product lines, including ethanol-free VP Small Engine Fuels, formulated for 2-cylce and 4-cycle outdoor power equipment; VP Madditive performance chemicals; and VP/PowerMaster hobby fuels for radio-controlled racing.

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