Liberty Oil
Liberty Oil Australia is an ASX-parented wholesale fuel distributor that delivers bulk diesel, lubricants, and emergency fuel via an owned truck fleet to rural, regional, and industrial customers across Australia under the Shell/Viva Energy licence.
- Company typePrivate
- Founded2014
- HeadquartersSpotswood, Australia
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What Liberty Oil does
Liberty Oil Australia Pty Ltd (ACN 114 544 437) is an Australian wholesale fuel distributor that supplies bulk diesel, lubricants, and specialty fuel products to rural, regional, and industrial customers across Australia. Founded in 2014 and operating under the "Liberty Rural" brand, the company runs its own truck fleet and multiple depots/terminals to deliver fuel directly to customer sites, including farms, mines, transport operators, rail infrastructure, marine vessels, and independent retailers. It distributes Shell-branded lubricants and offers a Shell Card fleet-fuel product under licence from its parent, Viva Energy Group Limited (the exclusive Australian Shell licensee and an ASX-listed entity).
The company sells on a Terminal Gate Pricing (TGP) model, passing through transparent wholesale fuel costs and earning a margin on each transaction; current Newcastle TGP diesel pricing is published on the website at 164.18. Customers transact via direct phone (1300 383 563), an online customer portal, or sales outreach, with 24/7 emergency fuel supply available. The go-to-market is sales-led and built on direct relationships with independent rural businesses rather than retail competition, which preserves customer trust in Liberty as a non-competing wholesaler. Revenue is generated on a transaction-fee basis across three streams: bulk fuel distribution, lubricants and specialty products, and emergency fuel services.
Liberty Oil does not have a disclosed AI, software, or proprietary technology platform; its competitive position rests on physical distribution assets (trucks, depots, route coverage of remote Australia), brand association with Shell through its parent, and the wholesale-only positioning that differentiates it from vertically integrated majors. Marketing is conducted through the company website, Instagram, Facebook, and LinkedIn, supplemented by direct sales and the customer portal. The Liberty Outback Fuel Centre in Bourke, NSW has been integrated into the network as a company-operated site.
Liberty Oil firmographics
Firmographics- Name
- Liberty Oil
- Legal name
- Liberty Oil Australia Pty Ltd
- Website
- https://libertyoil.com.au
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Liberty Oil Australia is an ASX-parented wholesale fuel distributor that delivers bulk diesel, lubricants, and emergency fuel via an owned truck fleet to rural, regional, and industrial customers across Australia under the Shell/Viva Energy licence.
- Ownership category
- akta.pro rank
Liberty Oil industry classification
Industry- Product category
- Fuel Distribution Services
- NAICS
- Fuel Dealers (45721), Fuel Dealers (457210)
- SIC
- Wholesale-Petroleum Bulk Stations & Terminals (5171), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172)
- akta.pro primary industry
- Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD)
Keywords
Where Liberty Oil is headquartered
LocationHeadquarters
- HQ city
- Spotswood
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Liberty Oil business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Bulk Fuel Distribution: Wholesale bulk fuel delivered directly to customer sites via own truck fleet. Pricing based on Terminal Gate Pricing (TGP) model providing transparent wholesale costs.
- Lubricants and Specialty Products: Comprehensive range of Shell lubricants sold alongside fuel products.
- Emergency Fuel Services: 24/7 emergency fuel supply services for urgent requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Terminal Gate Pricing (wholesale) |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Liberty Oil product offering
Product offeringCore offering
Liberty Oil is an Australian wholesale fuel distributor that supplies bulk diesel, petrol, and Shell lubricants to rural, regional, and industrial customers across Australia. Operating as a subsidiary of Viva Energy Group — the exclusive Australian licensee of Shell fuels — it delivers fuel directly using its own truck fleet and offers 24/7 emergency fuel services. It also provides Terminal Gate Pricing (TGP) for transparent wholesale fuel pricing and supports the Shell Card payment network.
Product overview
Liberty Oil is an independent wholesale fuel distributor serving rural Australia, offering a portfolio of fuel delivery services including Rural Fuel, Rail Fuel, and Marine Fuel, complemented by Shell lubricant products and the Shell Card. The company operates on a terminal gate pricing model, providing transparent wholesale fuel costs directly to businesses. Services include bulk fuel delivery, emergency 24/7 fuel supply, and access to competitive wholesale prices through their own truck fleet and extensive delivery network.
Differentiator
Problem solved
Functional benefit
Brands
- Liberty Rural: Primary brand for rural fuel supply services in Australia
Products and services
- Rural Fuel Supply
- Rail Fuel Supply
- Marine Fuel Supply
Companies that use Liberty Oil
Customer profileSegments4 records
Ideal customer profiles2 records
Liberty Oil technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Liberty Oil partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Viva Energy GroupcoreLiberty Oil Australia is a subsidiary of Viva Energy Group. Viva Energy is the exclusive Australian licensee of Shell fuels and lubricants brand. Liberty operates under the Viva Energy umbrella along with OTR, Reddy Express and other convenience retail brands.
Scale indicators1 record
Recent moves5 records
Expansion highlights4 records
Liberty Oil competitors and assessment
Company assessmentBroad incumbents
- Viva Energy Group: Parent company and largest Shell licensee in Australia; operates retail (OTR, Reddy Express) and wholesale fuel businesses at national scale — broader portfolio but overlapping rural/regional wholesale fuel supply.
- BP Australia: Major integrated fuel marketer in Australia with retail, commercial cardlock and bulk fuel offerings — comparable in commercial/fleet fueling segment though national rather than rural-focused.
- Ampol: Australia's largest fuel network (ex-Caltex); supplies fuels and lubricants wholesale and retail nationally, including commercial and fleet customers — a broad incumbent overlapping Liberty's commercial fuel customer base.
- Mobil Oil Australia (ExxonMobil): Sells fuels and lubricants through retail and wholesale channels to industrial and fleet customers in Australia, including bulk fuel to mining and transport — broader incumbent with overlapping commercial accounts.
- TotalEnergies Marketing Australia: Supplies fuels, lubricants and bitumen to Australian commercial, mining and transport customers; overlaps with Liberty's lubricants and bulk fuel offering across industrial verticals.
Regional players
- Tasmanian Petroleum Pty Ltd (Tas Petroleum): Independent Tasmanian bulk fuel and lubricants distributor with depot network and delivery fleet; comparable operating model to Liberty Oil but operating in a different Australian geography.
Direct peers
- AusFuel (Australian Fuel Suppliers): Independent Australian fuel distributor supplying diesel, petrol and lubricants to rural, transport and commercial customers via depots and fleet — comparable wholesale/fleet fueling model.
- Refuel Australia: Bulk fuel delivery and lubricants supplier targeting regional businesses, farms and fleets across Australia — closely mirrors Liberty's direct-delivery wholesale fuel model.
- Neumann Petroleum: Australian bulk fuel and lubricant distributor serving rural and regional customers via owned fleet and depots; directly comparable to Liberty Oil's wholesale rural fuel model across transport, mining and agriculture.
Others
- Castrol Australia: Lubricants brand and supplier whose products overlap with Liberty's Shell lubricant portfolio; comparable as an adjacent lubricant competitor/supplier to Liberty's industrial customers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Liberty Oil social profiles
Digital presenceLiberty Oil financial estimates
Financial estimateRevenue estimate
Valuation estimate
Liberty Oil leadership team
Management profileNumber of profiles
Profiles1 record
Liberty Oil funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Liberty Oil M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Liberty Oil
What does Liberty Oil do?
Liberty Oil is an Australian wholesale fuel distributor that supplies bulk diesel, petrol, and Shell lubricants to rural, regional, and industrial customers across Australia. Operating as a subsidiary of Viva Energy Group — the exclusive Australian licensee of Shell fuels — it delivers fuel directly using its own truck fleet and offers 24/7 emergency fuel services. It also provides Terminal Gate Pricing (TGP) for transparent wholesale fuel pricing and supports the Shell Card payment network.
Is Liberty Oil a public or private company?
Liberty Oil is a private company. It is classified as corporate owned and is currently operating.
When was Liberty Oil founded?
Liberty Oil was founded in 2014. It employs 501 to 1,000 people.
Where is Liberty Oil based?
Liberty Oil is headquartered in Spotswood, Australia, in the Oceania region.
How does Liberty Oil make money?
Three revenue lines are on record. Bulk Fuel Distribution is the primary driver. The others are lubricants and Specialty Products and emergency Fuel Services.
Who are Liberty Oil's main competitors?
Broad incumbents on record are Viva Energy Group, BP Australia, Ampol, Mobil Oil Australia (ExxonMobil) and TotalEnergies Marketing Australia. Tasmanian Petroleum Pty Ltd (Tas Petroleum) is listed as a regional player. Direct peers are AusFuel (Australian Fuel Suppliers), Refuel Australia and Neumann Petroleum. Castrol Australia is listed as an others.
Does Liberty Oil have an API?
No public API is recorded for Liberty Oil.
What industry is Liberty Oil in?
Liberty Oil's product category is Fuel Distribution Services. Its primary akta.pro industry code is EUALAIAD, Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery). Its NAICS code is 45721 and its SIC code is 5171.