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SAN ANTONIO –- In conjunction with its retail branding program, VP Racing Fuels is introducing "Winner's Circle," a new convenience store brand, this week at the 2014 NACS Show.
The core of the new backcourt brand reflects VP's racing heritage, which is the foundation on which its current expanding business model is built, the company said.
"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 VP Racing Fuels' President Alan Cerwick. "Everything we've done has been born out of the genius of the Mad Scientist's leading-edge technology and fueled by a passion and dedication to helping our customers win, so 'Winner's Circle' is a perfect fit."
The new brand is specifically designed to help c-store owners become more competitive and profitable, while new consumer products are designed to help retailer customers and their equipment deliver a "winning" performance, Cerwick added. This includes Maddative performance chemicals, which help ensure optimum performance by vehicles, and VP Small Engine Fuel, which helps keep outdoor power equipment in good repair and operating at peak performance.
"This philosophy is summed up in our new tagline, 'Our Passion is Your Performance,'" Cerwick said. "Whether it's the owner of a VP Racing Fuels/Winner's Circle station or the retail customers who do business there, our goal is to make them feel like winners and be confident in VP's commitment to helping them perform like champions in whatever they undertake."
More information on VP's Winner's Circle brand is available at Booth No. 8415 at the NACS Show or by visiting www.VPRacingFuels.com/branding.