VP Introduces 'Fuel Cages' for C-Stores

Merchandiser features race fuel blends

SAN ANTONIO -- VP Racing Fuels, Inc. today announced a new "Fuel Cage" program for convenience stores looking for additional revenue streams. Designed around a heavy metal cage similar to the familiar propane tank cages, the VP Fuel Cage is stocked with five-gallon pails of VP's leaded and unleaded race fuel blends.

"Performance enthusiasts of all kinds seek out VP fuels for more power and consistency, and they value the convenience of VP's easy-to-transport sealed 5-gallon metal containers," said Bryan Noonen, VP's regional manager of branded wholesale business development. "Retailers who sign on to this program will differentiate themselves from their competition, giving performance enthusiasts in their area another reason to look at their store as a destination."

For c-stores in particular, the Fuel Cage is attractive because margins on VP's race fuels are substantially higher than regular and premium street gasolines, the company said.

"From drag racers and motocross riders to competition jet skis and powerboats to karting enthusiasts and sportbike racers, these fuels appeal to a broad customer base," said Noonen. "Besides performance fuels, VP also offers ethanol-free storage fuels popular among enthusiasts with vintage or collector's cars, boats or other vehicles periodically kept in long-term storage. For the dealer, the Fuel Cage will translate to increased customer traffic and more sales opportunities."

Sales results cited by VP indicate that the average location with a VP Fuel Cage sells 20 to 40 pails per month or 100 to 200 gallons of high margin fuel, each of which is for off-road competition use only.

The fuels prompt repeat visits from customers and more opportunities to cross-sell other items in the store, said VP.

Since 1975, VP Racing Fuels has fueled champions in virtually every racing category and class. VP is the official racing fuel of NHRA Championship Drag Racing, the American Le Mans Series, Rally America and World of Outlaws, among more than 60 VP-sponsored series and sanctioning bodies. In addition to race fuels, VP's product line includes SEF Small Engine Fuel, formulated specifically for portable 2-cycle and 4-cycle gas-powered equipment, and PowerMaster hobby fuels for radio-controlled (R/C) racing.

San Antonio-based VP is also offering a new alternative branding solution for gasoline retailers (see Related Content below for previous CSP Daily News coverage).