Ireland: Maxol Mace Brand Agreed With BWG

Maxol will announce this week that it has agreed a five-year contract with BWG, operators of the Mace banner, to develop a new sub-brand specific to fuel service stations.

The contract, which is reported to be valued €210 million, will see existing Mace outlets in Maxol service stations to be reimagined as 'Maxol Mace' - a new concept for the local oil company that will focus more on the needs of service station customers, both walk in trade and motorists. A spokesperson for the company told local media Retail Intelligence that the deal "continues the goodwill between Maxol and BWG", adding that it will "create more unity" between the brands. PetrolWorld hopes to update this news story once more details are released this week.

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