Ruqayyah Snyder
Liberty Oil is an Australian petroleum distributor and retailer. It was founded in 1995 by David Wieland and David Goldberger, who had previously founded Solo in 1974. The company was established with the aim of providing a truly independent fuel supply to Australians. In 2019, Viva Energy Australia, a subsidiary of Viva Energy Group, acquired Liberty Oil. However, as part of the transaction, a new joint venture was established, known as Liberty Oil Convenience, which is 50% owned by the original founders and 50% by Viva Energy. While Viva Energy now owns Liberty Oil's wholesale business, the acquisition has allowed the company to extend its support to regional communities and supply fuel to a wider network of retail service stations across Australia.
| Characteristics | Values |
|---|---|
| Year founded | 1995 |
| Founding partners | David Wieland and David Goldberger |
| Current owner | Viva Energy Australia |
| Year of acquisition | 2019 |
| Wholesale business owner | Viva Energy Australia |
| Retail business owner | 50% Viva Energy, 50% David Wieland and David Goldberger |
| Number of service stations | Over 80 |
| States with service stations | Victoria, New South Wales, Western Australia, South Australia, Queensland, and Northern Territory |
| Number of inland fuel depots | 20 |
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What You'll Learn
Liberty Oil was founded in 1995 by David Wieland and David Goldberger
Liberty Oil was established with the aim of providing a truly independent fuel supply to Australians. The company has solidified its presence in the Australian market as the original fuel discounter. It has over 80 service stations in Victoria, New South Wales, Western Australia, South Australia, Queensland, and the Northern Territory.
In 2001, Liberty leased 69 of its sites to Woolworths, which were rebranded as Woolworths Plus Petrol. At this stage, it had an 8% market share of the Australian petrol market. Since 2001, Liberty Oil has been concentrating on supplying fuel to independent retailers and wholesalers. Today, Liberty distributes over 1 billion litres through its mainland terminals and depot facilities across Australia, making it one of the largest wholesalers in the country.
In 2014, Viva Energy purchased a 50% shareholding in Liberty Oil, taking full ownership in February 2019. As part of the proposed transaction, a new joint venture was established to operate the existing Liberty retail network (Liberty Oil Convenience) and continue to develop the company's controlled network of retail service stations. This venture is 50% owned by Wieland and Goldberger and 50% by Viva Energy.
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Viva Energy Australia acquired Liberty Oil in 2019
Liberty Oil was established in 1995 by David Wieland and David Goldberger, who had previously founded Solo in 1971 or 1974. It has been operating in Australia since its inception, providing customers with premium quality fuels at competitive prices. In 2001, Liberty leased 69 of its sites to Woolworths, which were rebranded as Woolworths Plus Petrol. At this stage, Liberty Oil had an 8% market share of the Australian petrol market.
In August 2014, Viva Energy purchased a 50% shareholding in Liberty Oil. In February 2019, Viva Energy took full ownership of Liberty Oil. As part of the transaction, a new joint venture was established to operate the existing Liberty retail network (Liberty Oil Convenience) and continue to develop the company's controlled network of retail service stations. This venture is 50% owned by Wieland and Goldberger and 50% by Viva Energy.
Viva Energy Australia is a listed Australian company that owns the Geelong Oil Refinery and is licensed to retail Shell-branded fuels across Australia. It also owns and retails fuel through Coles Express, OTR, Reddy Express, Westside Petroleum, and Liberty Oil-branded service stations. In total, Viva Energy supplies a network of over 1,330 retail fuel outlets across Australia, supported by an extensive import, storage, and distribution infrastructure network.
The acquisition of Liberty Oil by Viva Energy was reviewed by the ACCC, Australia's competition regulator, in 2019. The ACCC concluded that the proposed acquisition was unlikely to substantially lessen competition in the wholesale supply of fuel products or in city-wide metropolitan markets where Liberty branded retail sites operate.
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Liberty Oil is an independent fuel supplier
The company supplies fuel to a range of industries, including agriculture, mining, transport, and construction. They offer a range of fuel products, including diesel, gasoline, and lubricants, as well as equipment and services such as fuel storage tanks, pumps, and fuel management solutions. By offering a comprehensive range of products and services, Liberty Oil has established itself as a trusted partner to many businesses and organizations across Australia.
Being independent also brings a certain level of agility and adaptability to the business. Liberty Oil can respond quickly to market changes and customer demands, ensuring a consistent and reliable supply of fuel. This flexibility has been particularly valuable during times of economic uncertainty or sudden shifts in the energy sector, where Liberty Oil's independence has allowed them to navigate these challenges effectively.
Safety and sustainability are also key focuses for Liberty Oil. The company maintains strict standards for the handling and distribution of its fuel products, ensuring the safety of its employees, customers, and the environment. They also offer a range of sustainable fuel solutions, including biofuels and alternative fuel sources, demonstrating their commitment to reducing emissions and environmental impact.
In conclusion, Liberty Oil's independence is a key strength that sets them apart in the fuel supply industry. Their ability to offer diverse fuel options, competitive prices, and tailored solutions, coupled with their agility, commitment to safety, and focus on sustainability, makes them a trusted and reliable partner for businesses across Australia. This unique position allows them to cater to a wide range of customer needs while maintaining the highest standards and contributing to a more sustainable future.
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Liberty Oil has over 80 service stations across Australia
Liberty Oil is an Australian petroleum distributor and retailer, providing customers with premium quality fuels and competitive pricing at over 80 locations across Victoria, New South Wales, Western Australia, South Australia, Queensland, and the Northern Territory.
The company was founded in 1995 by David Wieland and David Goldberger, with the aim of providing a truly independent fuel supply to Australians. Since 2001, Liberty Oil has been concentrating on supplying fuel to independent retailers and wholesalers. The company is known for its dedication to providing excellent customer service and a personal, dedicated approach to its business dealings.
In 2019, Viva Energy acquired Liberty Oil, establishing a new joint venture to operate the existing Liberty retail network and continue developing the company's network of retail service stations. This venture is 50% owned by the original founders, Wieland and Goldberger, and 50% by Viva Energy.
Liberty Oil has a strong presence in the Australian market as the original fuel discounter, offering a service station experience with a focus on convenience and quality. With over 20 inland fuel and lubricant depots, Liberty can deliver fuel directly to customers requiring bulk deliveries and supply fuel to independent service stations, commercial customers, and rural customers.
Liberty Oil's retail operations include company-operated sites and those run through commission agents in metropolitan areas like Adelaide and Melbourne, as well as regional areas across all states and territories, except the ACT and Tasmania. The company's wholesale business supplies fuel to a network of distributors and over 250 independent retail service stations operating under the Shell and Liberty brands.
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Liberty Oil is a subsidiary of Viva Energy
Liberty Oil is an Australian petroleum distributor and retailer that was founded in 1995 by David Goldberger and David Wieland. The company has solidified its presence in the Australian market as the original fuel discounter, with over 80 service stations across the country.
In August 2014, Viva Energy purchased a 50% shareholding in Liberty Oil. In February 2019, Viva Energy took full ownership of Liberty Oil, establishing Liberty Oil Convenience as a joint venture to operate the existing Liberty retail network. The joint venture is owned 50% by Viva Energy and 50% by the founders of Liberty Oil, David Wieland and David Goldberger.
Viva Energy is a significant supplier of fuel, lubricants, and specialty hydrocarbon products to a range of commercial customers in industries such as aviation, marine, transport, defence, and manufacturing. They own and operate the Geelong Refinery, which has been in operation since 1954 and supplies around 50% of Victoria's fuel and 10% of Australia's fuel requirements.
Viva Energy has a strong position in the market, with a national network of fuel supply infrastructure and long-standing customer relationships. They have a network of 24 fuel import terminals and a presence at over 70 airports and airfields across Australia. Through its various acquisitions, Viva Energy has expanded its presence in the fuel and convenience retail market, including the acquisition of OTR Group, which added over 1,000 stores to its network.
By acquiring Liberty Oil, Viva Energy further extended its capability to supply high-quality fuels and oils to rural and regional customers. The acquisition also allowed Viva Energy to leverage Liberty Oil's wholesale business and expand its reach in the fuel distribution and retail market in Australia.
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Frequently asked questions
Liberty Fuel, or Liberty Oil, was founded in 1995 by Australians David Wieland and David Goldberger and has remained Australian-owned and operated since then. In 2019, Viva Energy Australia acquired Liberty Oil's wholesale business, becoming the complete owner. However, Viva Energy's acquisition involved only Liberty's wholesale business, and its interest in Liberty's retail business remains at 50%.
Liberty Fuel aims to provide a truly independent fuel supply to Australians, giving independent retailers and wholesalers the best service, the most reliable supply, and the best deal for their customers.
Liberty Fuel operates in various locations across Australia, including Victoria, New South Wales, Western Australia, South Australia, Queensland, and the Northern Territory.
