Ascona rebrands three West Wales sites under the Valero brand in a UK-first

September 25, 2023
David Lamb
Ascona Green Garage - Before
Ascona Green Garage after the rebrand (Artists Impression)

·        Ascona Group’s Green Garage, Crossways and Tenby Road services stations in West Wales to be rebranded as Valero

·        New offers including Valero’s SaveUp loyalty programme and Ultraboost fuels

·        New offer to launch on 26th October 2023

Ascona Group (‘Ascona’), atop 10 UK independent forecourt operator and one of The Sunday Times’ 100 fastest growing businesses, is pleased to announce that it will be rebranding three of the Group’s service stations in West Wales as part of its existing arrangement with Valero Energy Ltd (‘Valero’), the world’s largest independent petroleum refiner and one of the world’s largest renewable fuels producer.

In a UK-first for Valero, three sites currently trading under the Texaco brand will be rebranded to Valero. The new branding will launch on the 26th October 2023 at Ascona’s Green Garage, Crossways and Tenby Road service stations, which will be the first forecourts in the UK to showcase Valero’s livery.

As part of the rebranding, the three sites will offer Valero’s SaveUp loyalty programme, where customers can earn 1p for every litre of fuel purchased. This can then be redeemed in store or swapped for rewards at Marks & Spencer, Argos and John Lewis, as well as many other major UK retailers.

Existing Fast fuel customers will be able to continue using their Fast fuel cards at the Valero branded locations.

The transition to the new branding will commence on Monday 9th October 2023. All three sites will remain open as they undergo the changes, with minimal disruptions to regular service expected between Monday 9th and Friday 13thOctober 2023. There will be a grand opening event on Thursday 26th October at Ascona’s Green Garage station to celebrate this exciting moment for Ascona and Valero.

Darren Briggs, Founder and CEO of Ascona Group, commented:

“The Valero team remains the perfect provider for Ascona as we continue to expand our operations in the UK via both organic and acquisitive growth, and focus on building the best-in-class retail roadside destinations for our customers.”


For more information, please contact:

James McFarlane / Charles Hirst / Veronica Farah

020 3128 8193


About Ascona Group

Ascona Group is one of the UK’s fastest-growing forecourt operators,with 62 sites across the UK. Ascona offers a leading retail service offering comprising both commercial partnerships and in-house brands for the over300,000 customers it serves every week, and supplies 4.5 million litres of fuel per week, equating to 18 tanker loads per day.


Headquartered in Pembrokeshire, Wales, Ascona employs over 850 people and prides itself on doing things differently, with a flexible culture,community charitable programme and leading employee care offering. The Ascona Foundation supports a range of community initiatives including children’s sports teams and foodbank charities and has donated over £300,000 since 2020.Ascona recently announced the Wales Air Ambulance as their corporate charity for 2023/24. The Group expects to raise over £100,000 during the year for the charity.


The Group has a “best in industry” Employment Assistance Package and is the only major independent fuel retailer to offer private health insurance to its site managers.


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David Lamb

35 years experience in retail management, marketing, I.T and design

About us

In an ever-changing retail world, Ascona Group aims to bring right-on-time convenience, service and quality to motorists and communities. Forecourts have a new champion.