As we approach International Women’s Day 2025, we are reminded of the importance of accelerating action for gender equality. The global theme for this year, ‘Accelerate Action,’ challenges us to take decisive and swift steps toward achieving gender parity, which, at the current rate of progress, will not be reached until 2158. This year, we’re celebrating the exceptional women in the liquor industry who are not just breaking barriers but also demonstrate what it means to not only challenge the status quo but to forge new paths forward for others to follow.
Through this special edition of National Liquor News Leaders, we are focusing on women who are shaping the future of the liquor industry. Their leadership and vision have not only contributed to their personal success but have also opened doors for the next generation of women to thrive in the industry.
Here, we speak to Kylie Wallbridge, CEO of Liquor, Metcash, who shares insights on growth, innovation, and the future of independent retail.
Metcash’s Liquor division has delivered impressive results despite challenging market conditions. With both sales and market share increasing, Wallbridge attributes the success to the company’s focus on offering value and tailored local experiences that meet the needs of Australian shoppers.
Adapting to challenges
Reflecting on the current state of the liquor industry, Wallbridge acknowledges the challenges all retailers have faced, particularly with the ongoing pressure of the cost of living. Despite these hurdles, Metcash has seen continued success across all liquor pillars of wholesale, on-premise and retail banners.
A major part of Metcash’s success has been its focus on enhancing the shopper experience, ensuring that value is front and centre.
“Within the IBA retail banners, we have focused on enhancing our shopper value proposition and experience – localised range, competitive value-add offers at our core, differentiated brands, and great retail experiences,” Wallbridge says.
“Our retailers are focused on creating great experiences in-store for customers.”
Kylie Wallbridge, CEO of Liquor, Metcash
Additionally, the on-premise channel has experienced stability over the past two quarters to end October 2024, marking a positive shift as the hospitality industry continues to recover.
Investment in logistics
A key pillar of Metcash’s strategy has been its substantial investment in logistics and warehousing. The opening of the new Truganina Distribution Centre (DC) in Victoria is a prime example of this. This 115,000sqm facility enhances Metcash’s ability to serve independent retailers and on-premise venues with improved efficiency.
“Australian Liquor Marketers (ALM) is Australia’s largest wholesaler of liquor to the independent retail network – we receive, pick, dispatch, and deliver over 60 million cases annually,” Wallbridge says.
Metcash’s investment in logistics helps strengthen its position as the largest wholesaler of liquor to independent retailers in Australia, which in turn supports its competitive advantage in the market.
Ahead for 2025 Wallbridge comments: “For our wholesale customers and suppliers, we are focused on continuous improvement to ensure they are able to access a scaled, national network in a cost-effective manner, supporting the competitiveness of the independent trade.”
Outlook for retail
Looking ahead, IBA’s competitive advantage in 2025 will come from continuing to build on its successful strategies for supporting shoppers and retailers. Wallbridge explains that in 2025, the focus will remain on continuously improving service offerings.
For members, IBA will continue to offer a range of programs that increase shopper traffic, optimise margins, and enhance basket size. One of the most important initiatives is the company’s expanding loyalty program, which uses personalised offers to target the right products to the right consumers.
“With an ever-expanding loyalty program, we are delivering personalised offers to our shoppers – the right product at the right time,” Wallbridge says.
IBA is also focusing on building strong partnerships. Through initiatives such as the Platinum Program, which launched as a pilot in 2024, the team are working alongside suppliers, data platforms, and retailers to create growth opportunities and support long-term sustainability for independent retailers. The Platinum Program focuses on four key areas: POS integration, ranging, execution, and digital programming.
Looking forward
“I have a huge appreciation for the way that we all show up, day-in, day-out as an industry and the constant innovation and reinvention that we all bring to ensure the alcohol category remains vibrant and relevant.”
Kylie Wallbridge, CEO of Liquor, Metcash
Looking towards 2025, Wallbridge is enthusiastic about the continued success of independent retailers and the wider industry. She highlights the energy and commitment of the teams supporting independent retailing and on-premise venues.
Metcash’s continued commitment to innovation and supporting independent retailing positions the company well for a successful 2025 and beyond.
This article originally appeared in the 2025 Industry Leaders Forum edition of National Liquor News.