Connecting Caribbean fuel to international markets

Caribbean Fuels

Our involvement in fuels is rooted in the development of Shell’s global fuel brand, V-Power, from 2000. Treating fuels in the same way as other fast moving consumer goods was a ground-breaking and has formed the basis for much of our thinking on branded commodities. Windward was part of the acquisition of Shell’s operations in the Caribbean in 2004 by the Sol Group, creating an operation of 55 companies across 18 countries in the Caribbean, Latin America and United States. Windward developed the Sol brand on acquisition and has since developed a branded fuels offer for Sol, developing a portfolio of fuels to give customers ‘more mileage’ under an overall ‘Go Further’ platform.

Commodity: Fuels

Partner: Simpson Oil Limited

Brand: SOL / Go Further

Source: Caribbean and LATAM

End Market: Caribbean and LATAM

Project status: Ongoing


  • Windward has developed a branded fuels offer for SOL and Caribbean consumers offering ‘more mileage’ and cleaner ‘breathe easy’ diesel.

  • The ‘Go Further’ brand platform fundamentally repositioned Sol in the region both as a consumer and commercial brand and has grown volumes and market share across the Caribbean.

  • Windward support the SOL team and the brand with ongoing product development, consumer research and reviewing and implementing innovation, including alternative energy, to market.


We’ve connected these commodities to consumer markets


Examples of our investment portfolio

Barbados Sugar
Zimbabwe Chillies
Mexican Coffee
African Honey

Examples of our advisory portfolio

Caribbean Fuels
Global Aluminium
Dominica Fresh Produce
African Poultry