Retail & Marketing


Our mission is to meet the essential energy needs of populations in Africa/Indian Ocean, the Caribbean and Europe, for mobility (through a network of more than 1,000 service stations) and for cooking or heating (thanks to liquefied gas sold in bulk or in cylinders).


We also distribute our products to professional customers (marine and aviation fuels, fuel for electricity production, liquefied gas for industry or hotels, etc.).


Lastly, in Africa, we distribute bitumen in markets where demand for road infrastructure is growing.


The Retail & Marketing activity represents 87% of the Group’s revenue and 70% of the Group’s EBIT.This business benefits from diversification both geographically and by segment/product, ensuring stable and resilient performance, little affected by economic cycles.


Our strength lies in our decentralised organisation, with each profit centre corresponding to a Group subsidiary.This system ensures that local Managers have a deep understanding of their region and provides for an appropriate investment policy. This organisation has been in place for many years within Rubis Énergie, and has consistently demonstrated its effectiveness. It results in motivated and responsible teams, flexibility allowing reactivity and efficiency, and market share gains.


The regions in which Rubis operates do not have uniform economic development and differ in terms of their market structure, their opportunities and their challenges. The decentralised approach appears to us to be the most suitable for adjusting Rubis’ approach and being better positioned to meet local needs in compliance with the rigorous HSE and ethics standards defined by the Group.


€3,993M €387M €289M €159M


Aware of the major contribution its industry sector can make to tackle climate change, Rubis Énergie is developing a carbon reduction programme to reduce the CO2 emissions related to its activities and to diversify the range of products distributed. This diversification is based on three focuses:


the development of hybrid solutions for its BtoB customers (solar hybridisation with or without storage);
the supply of biofuels;
mobility (e.g., charging stations for electric vehicles).


The climate constraint can also be a source of innovation and business opportunities. For example, Rubis was one of Europe’s pioneers in the distribution of HVO, a second-generation biofuel that reduces CO2 emissions by at least 50% compared to conventional diesel. The Group intends to expand the development of biofuels, while continuing to be a driving force in Africa to popularise the use of liquefied gas, which is the transition energy recommended by the public authorities and the WHO as a cooking method, rather than charcoal or kerosene, to combat deforestation and prevent respiratory diseases.





2021 highlights
Rubis Energia Portugal becomes the exclusive partner for the marketing of liquefied gas cylinders in the Q8 service station network.  


Marketing of the EcoHeat100, a 100% renewable domestic fuel capable of reducing carbon emissions over its entire life cycle by up to 90%.


Bitumen distribution is strengthened in Africa with the opening of three new subsidiaries in South Africa, Liberia and Gabon.  


2022 agenda


East Africa
Ongoing rebranding of service stations and improvement to the customer offering (170 stations already rebranded at the end of 2021).
Development of a network of service stations bearing the RUBiS colours.
Ongoing development in this growing market in Africa.
Continuation of the solarisation programme for service stations and administrative premises initiated in 2021.




      Market position*
(main segment)
    Number of
service stations
    Bitumen     Total
RUBIS ÉNERGIE (RETAIL & MARKETING)           1,026                
Volumes (‘000 m3)       1,226   1,965   1,316   428   467   5,401
Terminals/storage (‘000 m3)       175   White products: 1,060 203   102   1,539
AFRICA         536          
46% volume; 36% gross profit                            
Volumes (‘000 m3)       453   848   456   238   464   2,459
Terminals/storage (‘000 m3)       42       505   92   99   738
  South Africa   2                    
  Botswana   2                      
  Comoros Islands   1                      
  Djibouti   1       11            
  Ethiopia           29              
  Kenya   3     240            
  Réunion Island   1     52            
  Lesotho   2                      
  Madagascar   1     73              
  Morocco   3                      
  Nigeria   1                      
  Uganda         53              
  Rwanda   2     41            
  Senegal   1                      
  Swaziland   2                      
  Togo   1                      
  Zambia         37              
CARIBBEAN         400          
38% volume; 33% gross profit                            
Volumes (‘000 m3)       126   978   778   187   2   2,070
Terminals/storage (‘000 m3)       19       532   108   3   661
  Antilles - French Guiana   2     86          
  Bermuda   1     12              
  Eastern Caribbean   2     77            
•  Barbados   2     18            
•  Grenada   1     11            
•  Guyana   3     11            
•  Antigua   1       7            
•  St. Lucia   1     16              
•  Dominica   2       7              
•  Saint-Vincent   2     6            
•  Suriname           1              
  Western Caribbean   2       31            
•  Bahamas           22                
•  Turks and Caicos Islands           9                
  Haiti   1     135            
  Jamaica   2       48              
  Cayman Islands   1 - 2       11            
EUROPE         90            
16% volume; 31% gross profit                            
Volumes (‘000 m3)       647   139   82   3       872
Terminals/storage (‘000 m3)       114       24   3       141
  Spain   3                      
  France   4                      
of which Corsica           62              
  Channel Islands   1       28            
  Portugal   2                      
  Switzerland   1                      
*  Rubis estimates.                            




Rubis has been present in Africa for more than 20 years, with a very diversified product offering: liquefied gas in Morocco and South Africa; bitumen in West and South Africa; multi-product (liquefied gas, fuels, etc.) in East Africa, Réunion Island and Madagascar.









A vast programme of renovations and rebranding to the RUBiS colours is underway in our 400 service stations in East Africa. On this occasion, we are improving the customer offering by proposing additional services (convenience stores, restaurant services, car washing, etc.) in order to increase footfall.


We also launched a solarisation programme for several service stations and administrative premises, particularly in Kenya and Madagascar.


Rubis benefits from its strong position in the region (usually No. 1 or No. 2), its control of the supply chain and its positioning in growing markets.


Liquefied gas is considered the best energy alternative to charcoal and wood for cooking and heating. Thus, for example, the governments of South Africa, Madagascar and Kenya are targeting a significant increase in market penetration by liquefied gas.


The strong demand for road infrastructure and current investments have favoured the bitumen distribution business, which has been growing strongly for two years. The Group has thus expanded in three new countries, South Africa, Gabon and Liberia.




Rubis has been in the region since 2005 via numerous acquisitions and has a significant market share. The Group is active in the main product segments, service stations, aviation and commercial fuels, liquefied gas and lubricants.


To meet the needs of companies and manufacturers, we are strengthening our commercial activity, particularly in new peripheral markets such as Guyana and Suriname.The latter country, where we commissioned a storage terminal in 2019, has just welcomed a first service station under the RUBiS colours.


For several years, the focus has been on the additional services offered to our customers in our network and, today, the 400 service stations in the region, most of them bearing the RUBiS or ViTO colours, benefit from a very good brand image widely recognised in the islands.











In Europe, Rubis is mainly present in the liquefied gas segment, the Group’s historical activity with residential and professional customers, which represents more than 90% of the region’s net income.


Liquefied gas stands out for its ease of transport and storage. It is, therefore, a practical solution for rural areas not connected to the natural gas network. For several years now, more and more consumers have also chosen to replace their old fuel oil boilers with gas boilers, which emit less CO2. Rubis is present in this market in France, Spain, Portugal and Switzerland.


In Corsica and the Channel Islands, Rubis distributes its fuels through a network of service stations (62 and 28 service stations respectively), and also offers aviation and commercial fuels.


The Group has a strong presence in the autogas (LPG motor fuel) segment in France and in Spain. Autogas is an alternative to conventional fossil fuels, generating lower CO2 and virtually zero particulate emissions.


Rubis is also developing new products to meet the challenges of the energy transition, with the medium-term objective of distributing them in all of its subsidiaries.These include HVO (used oil-based biofuel) and the EcoHeat100, a 100% renewable domestic fuel currently marketed in the Channel Islands.









Support & Services


The Support & Services activity includes all infrastructure, transportation, supply and service activities supporting downstream Retail & Marketing activities.


It includes the supply and shipping of the products marketed by the Group and refining (SARA).


Supply and shipping


The teams specialising in supply and shipping are split into three units:


Paris, France, for operations in Europe and Africa, for liquefied gas only;
Barbados for supply operations in the Gulf of Mexico, the Caribbean and Latin America;
Dubai for operations in the Middle East, Africa and Indian Ocean region, for both bitumen and petroleum products.


We currently operate nine vessels on time charter and own six vessels, four of which are bitumen tankers and two are fuel tankers. The order for a new fuel tanker (the Demerara) and a bitumen tanker (the Bitu River) was launched to meet our future shipping needs.


An important milestone was achieved this year since Rubis Énergie joined the Sea Cargo Charter, an initiative to promote responsible shipping, greater transparency in climate reporting and better decision-making for the chartering of vessels, in line with the carbon reduction objectives of the United Nations.


In conjunction with the Group Climate Committee, we are studying the various alternatives to optimise our journeys and limit the environmental impact of shipping in order to achieve the CO2 emission reduction targets set in the Group’s CSR Roadmap, Think Tomorrow 2022-2025.















The Antilles refinery (SARA), 71% owned by Rubis Énergie, is located in Martinique and is the sole supplier of fuels to three French departments in the Americas: French Guiana, Guadeloupe and Martinique. Its prices and profitability are regulated by government decree. It has a production capacity of 800,000 tonnes per year and produces a full range of products complying with European environmental standards: fuels for road, sea, air mobility (jet, kerosene, diesel), liquefied gas (LPG), etc. adapted to local needs. SARA wants to go even further and is positioning itself as both a producer and supplier of low-carbon fuels for land, air and maritime mobility such as hydrogen and bioNGV.


€165M €123M €155M


SARA has approximately 330 direct employees and more than 300 subcontractors. Its facilities are distributed as follows:


the refinery (its storage and product supply infrastructure, including a truck-loading station) in Martinique (Fort-de-France);
a terminal in Guadeloupe (Jarry);
two terminals in French Guiana (Dégrad des Cannes and Kourou).


With the implementation of the Group’s CSR policy and in line with the vision of its shareholders, SARA is investing in three major areas:


the operational excellence of its core business, including the reduction of its carbon footprint by 2030;
its consistent and pragmatic positioning within the French departments in the Americas on issues relating to new energies, such as hydrogen fuel cells or the production of bioNGV;
its involvement, in close collaboration with local authorities, universities in the French Antilles-French Guiana, and private stakeholders, in actions related to health, education and the environment, particularly in low-carbon and environmental projects such as the fight against the proliferation of Sargassum.


2021 highlights




Delivery of the Morbihan vessel that arrived in the Caribbean at the end of 2021.
Rubis Énergie becomes a signatory to the Sea Cargo Charter.




Installation of four new furnaces during the Major Shutdown, improving efficiency and therefore reducing CO2 emissions.
ISO 50001 certification (energy management system).


2022 Agenda




Delivery of the bitumen tanker, Bitu River.
Construction of a new tanker, the Demerara, identical to the Morbihan.




Launch of the SOLARé project, a rooftop photovoltaic power plant enabling 70% self-consumption at the Jarry terminal in Guadeloupe.
Design and construction of a green hydrogen production unit for mobility purposes in Martinique.



Rubis Terminal Joint Venture


The Rubis Terminal JV specialises in the storage and handling of bulk liquid and liquefied products, such as fuels, chemical and agrifood products. Its role is to act as an essential link in the logistics chain of its customers (supermarkets, oil groups, chemical and petrochemical companies, traders, etc.) by storing their local or imported products, for short or long periods according to their needs.


Following the signing of a partnership with the infrastructure fund I Squared Capital, Rubis Terminal is now 55%-owned by Rubis SCA and accounted for under the equity method since 30 April 2020. The acquisition of Tepsa in 2020 and the disposal of the oil terminal in Turkey in early 2022 have made it possible to refocus its activities on Western Europe, with the Company now the fourth largest(1) terminal operator in Europe and the leading operator in France.


With storage revenues of €222 million and EBITDA of €121 million (including 50% of Antwerp and excluding Turkey), the joint venture has a storage capacity of 3.9 million m3. Its 14 terminals, designed to meet the requirements of its customers while guaranteeing a safe working environment, are located in strategic hubs in France, the Netherlands, Belgium and Spain. To ensure effective integration into supply chains, they are all multimodal, with maritime, river, rail and road connections and pipelines. Each has its own history and areas of specialisation. The terminals mainly serve as regional distribution centres, supplying retail markets and industrial customers.


Determined to work for a more sustainable future, the Rubis Terminal JV is diversifying its range of products by developing biofuels, chemical and agrifood products, which today represent more than 50% of 2021 storage revenue. It offers its customers solutions to support them in the energy transition and carbon reduction of their supply chains by using innovative logistics tools and drawing on its know-how. The Company was also the first in France to successfully store E85 bioethanol, a less polluting fuel that is increasingly used and contains 85% ethanol.


Today, the increasing storage volumes dedicated to UCO (used cooking oils) in Spain, biofuels (such as B100 and E85) in France and Spain, and the launch of our ethanol hub in the Netherlands illustrate this shift towards less carbon-intensive products. The integration of new products, including green hydrogen in the medium term, will be among the next major steps.


The Rubis Terminal JV intends to continue its development in four areas:


maintaining a good level of competitiveness in a safe and secure environment by continuing to respond to market needs and changing demands;




consolidating strategic positions for energy distribution in France and remaining a market leader;




seizing development opportunities in and nearby its areas of activity;




continuing to develop terminals in the ARA-D zone (Amsterdam, Rotterdam, Antwerp and Dunkirk) and in the Mediterranean.




(1) Based on capacities excluding crude oil.


Key figures

(including 50% of Antwerp)


































BREAKDOWN OF STORAGE REVENUE BY PRODUCT CATEGORY FUELS Fuels (motor and heating fuels) such as diesel and petrol distributed in service stations, 45 aviation fuels, marine fuels and household % fuels used for individual and collective heating systems CHEMICALS Chemical products for the manufacture 39% of plastics, polystyrenes and common household products BIOFUELS Alternatives to petroleum products, of vegetable origin 10% AGRIFOOD Agro-industrial products, including liquid fertilisers, 6% edible vegetable oils, biofuels and molasses for various industrial applications