The Beacon brand has been around for decades and, to many, is an old, familiar favorite. Up until a few years ago, the Beacon brand was controlled by Ultramar Diamond Shamrock Corporation, an independent refining and marketing company based in San Antonio, Texas. In 2001, however, Valero Energy Corporation and Ultramar Diamond Shamrock Corporation reached an agreement and closed a deal for Valero to acquire UDS, and with it, the Beacon brand.
Valero Energy Corporation is an American-owned and operated, Fortune 500 Company based in San Antonio, Texas. Valero is the nation’s largest independent refiner with 15 refineries that have a combined capacity of over 2.4 million barrels per day (which represents approximately 12% of the U.S. refining capacity).
Beacon is represented as Valero’s Value Brand, offered to those sites that do not meet the minimum Premier Brand requirements.
BRAND POSITIONING:
Valero is committed to providing customers with dependable supply, superior products, competitive pricing, and unparalleled service.
BRAND IMAGE:
Today’s Beacon image is very close to the same as it has been in years past. Why fix what isn’t broken?Primarily blue and white, with red accenting throughout, the Beacon image is an inviting one. It is clean, concise, and traditional, just as it has always been.
REPRESENTATION:
The Beacon brand is primarily represented only on the West Coast, specifically California and Nevada. Within these two states, however, there is significant saturation of Beacon stations, with demand for additional sites growing every day.
As with any high-end brand, Beacon Value Brand conversions require that prospective locations meet the minimum standards, as well as certain economic criteria.
For more information, click on the Contact Us link to email us or call (530) 241-1167.