Metcash appoints Kylie Wallbridge as liquor division CEO

1 min readUpdated Jun 4, 2025Jan 8, 20246:49 AM

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Wholesaler Metcash has appointed Kylie Wallbridge as the new CEO of its liquor division, effective in March.

Metcash’s liquor segment includes the Cellarbrations, IGA Liquor, and The Bottle-O brands.

Wallbridge will replace John Barakat, who has been the acting liquor CEO since the early retirement of Chris Baddock due to health reasons.

Currently, Wallbridge serves as the MD of Diageo in the UK. She previously served as the MD of Diageo in Japan.

“Kylie is a proven business leader with a track record for delivering results. Her alignment to our purpose of Championing Successful Independents and her passion for people is evident through her strong relationships with both retailers and suppliers,” said Metcash CEO Doug Jones.

“I have no doubt Kylie will be a great asset to the Liquor pillar and Metcash more broadly. We warmly welcome her to Metcash. I would also like to sincerely thank John for acting in the role following the retirement of Chris last October.”

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What this means

The appointment of Kylie Wallbridge as Metcash's new liquor CEO signals a deliberate step to infuse global brand and market expertise into its established independent retail network. Her background with Diageo in both the UK and Japan contrasts with Metcash's traditional focus, potentially challenging competitors by enhancing supplier relationships and independent retailer support. This leadership change could empower Metcash to innovate more effectively within the liquor retail landscape, similar to how other brands are expanding aggressively across Asia. The immediate pressure will be on Wallbridge to use her international experience to drive tangible growth and market share for Cellarbrations and IGA Liquor, particularly in an evolving competitive environment. We anticipate observing initial strategic announcements from March.

Sarah Chen · Retail News Asia newsroom

Questions & Answers

Which specific liquor brands fall under Metcash's liquor division?

Metcash's liquor division encompasses the well-known brands Cellarbrations, IGA Liquor, and The Bottle-O. These brands are part of the wholesale operations Wallbridge will oversee upon joining.

What was Kylie Wallbridge's previous professional experience before joining Metcash?

Before her appointment at Metcash, Kylie Wallbridge was serving as the Managing Director of Diageo in the UK. She also previously held the position of Managing Director for Diageo in Japan, showing her international experience.

Who was the interim CEO of the liquor division before Wallbridge's appointment?

John Barakat had been acting as the liquor CEO following the early retirement of Chris Baddock. He filled this role until Kylie Wallbridge's effective start date in March, as confirmed by Metcash CEO Doug Jones.

Why did the previous liquor CEO, Chris Baddock, retire early from his position?

Chris Baddock retired early from his role as the liquor CEO due to health reasons, leading to John Barakat stepping in as the interim replacement. This occurred in October, before Wallbridge's appointment.

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