Liberty Oil
Liberty Oil is an Australian petroleum distributor and service-station retail brand owned and operated by Viva Energy.
Last updated August 26, 2026
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Overview
Liberty Oil is an Australian petroleum distribution and retail brand serving motorists through a network of service stations. Its activities include the sale of automotive fuels and associated convenience-retail services. The brand was established in 1995 by David Goldberger and David Wieland, who had previously founded the Solo fuel business in 1974 and sold it to Ampol in 1989. Their return to the petroleum sector followed a legal dispute concerning a ten-year non-compete provision. The Trade Practices Commission found that the restriction was void after Ampol merged with Caltex, allowing the founders to establish Liberty Oil. The company expanded its retail footprint during the late 1990s and early 2000s. In July 2001, Liberty leased 69 service-station sites to Woolworths, which rebranded them as Woolworths Plus Petrol. At that time, Liberty was reported to hold approximately 8 percent of the Australian petrol market. The transaction connected Liberty with one of Australia's largest grocery and retail groups while also reshaping the presentation of part of its station network. Viva Energy entered Liberty Oil's ownership structure in August 2014 by acquiring a 50 percent interest. Viva Energy subsequently took full ownership of Liberty Oil in February 2019. At the same time, Liberty Oil Convenience was established as a joint venture to operate the existing Liberty retail network. Viva Energy held a 50 percent non-controlling interest in that venture, while Goldberger and Wieland held the balance, with Viva Energy holding rights to acquire the venture fully in 2025. The Liberty network operates within Viva Energy's broader Australian fuel and convenience portfolio, which also includes Shell-branded service stations, Reddy Express and OTR. Because Viva Energy operates Shell stations in Australia, Liberty locations accept the Shell Card. The brand was reported to operate 284 service stations as of October 2022. In late 2024, Viva Energy acquired the remaining 50 percent interest in LOC Global, the entity associated with the Liberty Oil Convenience structure. The same transaction involved the divestment of a number of retail outlets to Solo Oil Corporation, described as a newly established wholly owned subsidiary of New World Corporation. These changes indicate continued portfolio reorganisation within Australia's competitive fuel and convenience-retail market. Liberty Oil should not be confused with Liberty Energy, a separate energy-services company.
History
Liberty Oil was founded in Australia in 1995 by David Goldberger and David Wieland. The founders had previously created Solo in 1974 and sold that business to Ampol in 1989. After the sale, they were subject to a ten-year non-compete clause. When Ampol merged with Caltex, the Trade Practices Commission ruled that the restriction was void, enabling Goldberger and Wieland to re-enter the petroleum industry through Liberty Oil. The business developed as a fuel distributor and service-station retailer. A significant network transaction occurred in July 2001, when Liberty leased 69 sites to Woolworths. Woolworths rebranded those locations as Woolworths Plus Petrol. Liberty was reported at the time to have an 8 percent share of the Australian petrol market, indicating that it had built a substantial national retail presence before the transaction. Viva Energy became involved in Liberty Oil in August 2014 through the purchase of a 50 percent shareholding. In February 2019, Viva Energy acquired full ownership of Liberty Oil. The ownership transition was accompanied by the creation of Liberty Oil Convenience, a joint venture intended to operate the existing Liberty retail network. Viva Energy held half of the joint venture on a non-controlling basis, while Goldberger and Wieland held the other half. The arrangement included rights for Viva Energy to acquire the venture fully in 2025. Liberty Oil subsequently operated within Viva Energy's wider Australian fuel and convenience ecosystem. Viva Energy also operates Shell-branded stations in Australia, and Liberty locations accept the Shell Card used at Shell stations. The network was reported to comprise 284 service stations in October 2022. The brand therefore occupies a position between independent fuel retail and a large integrated energy group's national distribution infrastructure. Late 2024 brought another ownership and network change. Viva Energy acquired the remaining 50 percent interest in LOC Global. At the same time, a number of retail outlets were divested to Solo Oil Corporation, identified as a new wholly owned subsidiary of New World Corporation. The transaction altered the composition of the Liberty-related retail portfolio while leaving Liberty Oil as an active Australian petroleum brand. The available reference material does not identify a separate current chief executive, headquarters, financial results or detailed geographic breakdown of the network.
- 2024
LOC Global interest is consolidated and outlets are divested
[1]Viva Energy acquired the remaining interest in LOC Global and divested some retail outlets to Solo Oil Corporation.
- 2022
Network reported at 284 service stations
[1]The Liberty network was reported to operate 284 service stations as of October 2022.
- 2019
Viva Energy becomes sole owner
[1]Viva Energy completed the acquisition of Liberty Oil and established Liberty Oil Convenience as a joint venture for the retail network.
- 2014
Viva Energy acquires a 50 percent stake
[1]Viva Energy entered Liberty Oil's ownership structure by purchasing half of the business.
- 2001
Woolworths takes leases on 69 Liberty sites
[1]Liberty leased 69 service stations to Woolworths, which converted them to the Woolworths Plus Petrol format.
- 1995
Liberty Oil is founded
[1]David Goldberger and David Wieland established Liberty Oil in Australia.
- 1989
Solo is sold to Ampol
[1]Goldberger and Wieland sold Solo to Ampol before later returning to the petroleum market.
- 1974
Founders establish Solo
[1]David Goldberger and David Wieland founded Solo, the earlier fuel business associated with Liberty Oil's founders.
Products and positioning
An Australian fuel-station and convenience-retail network operating as part of Viva Energy's broader petroleum distribution portfolio.
Petroleum retail · 1995
Automotive fuel
Liberty Oil's core offering is the retail distribution of automotive fuel through its Australian service-station network. The reference material identifies the business as a petroleum distributor and retailer and specifically describes it as operating fuel stations. The available source does not provide a complete grade-by-grade product catalogue.
Convenience retail · 2019
Service-station convenience retail
Liberty locations include the convenience-retail component commonly associated with fuel stations. This activity was formalised through Liberty Oil Convenience, the joint venture created to operate the Liberty retail network after Viva Energy's acquisition. Specific merchandise ranges are not detailed in the available reference.
Fuel payment service
Shell Card acceptance
Because Viva Energy operates Shell-branded service stations in Australia, Liberty service stations accept the Shell Card used at Shell stations. This is a payment and fleet-fuel convenience associated with Viva Energy's broader network rather than a separately described consumer product.
Brand decisions
2024
Consolidate LOC Global and reorganise selected outletsM&ABackground
Viva Energy's Liberty-related retail structure included a remaining 50 percent interest in LOC Global and a broader portfolio of service-station assets.
Action taken
Viva Energy acquired the remaining interest in LOC Global and divested a number of retail outlets to Solo Oil Corporation.
Aftermath
Solo Oil Corporation was described as a newly established wholly owned subsidiary of New World Corporation. The transaction changed the composition of the related retail network.
2019
Complete the acquisition of Liberty OilM&ABackground
Viva Energy already held half of Liberty Oil following its 2014 investment.
Action taken
Viva Energy acquired full ownership and established Liberty Oil Convenience as a joint venture for the existing retail network.
Aftermath
Liberty became part of Viva Energy's wider Australian fuel and convenience portfolio, alongside Shell-branded stations, Reddy Express and OTR.
2014
Bring Viva Energy into the ownership structureM&ABackground
Viva Energy sought a position in Liberty Oil's Australian petroleum retail business.
Action taken
Viva Energy purchased a 50 percent shareholding in Liberty Oil.
Aftermath
The investment began Viva Energy's progression toward full ownership of the brand.
2001
Lease 69 sites to WoolworthsStrategyBackground
Liberty Oil had built a sizeable Australian petrol-station network and was reported to hold an 8 percent market share.
Action taken
The company leased 69 service-station sites to Woolworths, which rebranded them as Woolworths Plus Petrol.
Aftermath
The arrangement transferred operation and branding of those locations to Woolworths while forming a notable part of the evolution of Australia's fuel-retail landscape.
Recent events
- 2024
Viva Energy acquires the remaining interest in LOC Global and divests selected outlets[1]
M&A
In late 2024, Viva Energy acquired the remaining 50 percent interest in LOC Global and divested a number of retail outlets to Solo Oil Corporation, described as a newly formed wholly owned subsidiary of New World Corporation.
- 2019
Viva Energy takes full ownership of Liberty Oil[1]
M&A
Viva Energy acquired full ownership of Liberty Oil. Liberty Oil Convenience was established as a joint venture to operate the existing Liberty retail network, with Viva Energy initially holding a non-controlling 50 percent interest.
- 2014
Viva Energy acquires a 50 percent interest in Liberty Oil[1]
M&A
Viva Energy purchased a 50 percent shareholding in Liberty Oil, beginning its ownership involvement in the Australian fuel retailer.
- 2001
Liberty leases 69 service-station sites to Woolworths[1]
M&A
Liberty Oil leased 69 of its sites to Woolworths, which rebranded them as Woolworths Plus Petrol. The transaction occurred when Liberty was reported to hold approximately 8 percent of the Australian petrol market.
Sources1 sources
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