Former Metcash Liquor CEO Chris Baddock has re-emerged from retirement to launch an ecommerce website called Cheaper Wine.

Cheaper Wine aims to make premium wines accessible and affordable through its online subscription service. It stocks brands ranging from Fifth Leg to De Bortoli, McGuigan, Wynns Coonawarra Estate and Yalumba.

“By sourcing directly from renowned vineyards and leveraging our expertise, we curate a selection of exceptional wines at everyday prices,” the website said.

“We believe that everyone should have the opportunity to savour the richness of diverse wine cultures, creating unforgettable moments one sip at a time. Join us on this journey of discovery and enjoyment as we uncork the Australia’s and New Zealand’s best wines, making luxury an everyday indulgence.”

Baddock was appointed CEO of Metcash Liquor in 2019. He was previously Director of Pinnacle & Direct at Endeavour Group and before that he spent 11 years with Lion, in roles including Managing Director of Fine Wine Partners. He retired as CEO Metcash Liquor in October 2023 when doctors advised him to take a long-term rest to recover from cardiomyopathy.

Metcash noted at the time that since joining the company in 2019, Baddock had overseen enormous growth in the Liquor pillar with sales increasing almost 40%. The growth was across all key areas of the business including sales to retail and on-premise customers, and in owned and exclusive brands.

“I’m proud to advise that as part of my journey into a portfolio career and my love for wine we have launched a direct to consumer wine website,” Baddock (above) announced today.

“Our mission is to create accessibility to great wine varieties from the best regions at an everyday price we can all afford. Our difference; we will stock very few brands, simplifying a category many find confusing and difficult to navigate… we have done this for you.”