[Profile] Shahrzad Soudagar: The Visionary Distilling Malaysian Heritage into Liquid Gold

The Profile Snapshot

In the competitive world of spirits, where tradition often overshadows innovation, Shahrzad Soudagar stands out as a maverick. As the Co-Founder and Chief Brand Officer of Winepak Corporation (M) Sdn Bhd, she is the creative force and strategic mind behind some of Malaysia's most talked-about spirit brands. Her journey is not just about building a business; it's about crafting a narrative for Malaysian craftsmanship on the global stage.

• 👨‍💼 Name: Shahrzad Soudagar
• 🏷️ Role: Co-Founder & Chief Brand Officer, Winepak Corporation (M) Sdn Bhd
• 🔑 Key Superpower: Heritage Storyteller & Disruptive Brand Builder

The Catalyst: Why It Matters

Soudagar is making headlines again, following the intense national discourse around Timah, by launching Malaysia's first-ever glitter vodka-based liqueur. This bold move demonstrates a fearless commitment to innovation and market creation. While Timah sparked conversations about national identity, this new venture—a shimmering, playful spirit—showcases a different facet of her strategy: capturing the imagination of a new generation of consumers and proving that a Malaysian company can pioneer a category.

The Leadership Dialogue: Inside The Mindset

For Shahrzad Soudagar, a brand is more than a product; it's an emotional vessel. Reflecting on the journey from Timah to this glittering new chapter, she emphasizes that the core mission remains unchanged: to put Malaysian spirit-making on the map. "We are not just selling alcohol; we are offering an experience, a piece of modern Malaysian celebration," she states, her conviction palpable. The decision to create a glitter vodka was born from observing global nightlife trends and a gap in the local market. She saw an opportunity not to follow, but to lead.

When discussing the challenges of the Timah episode, she speaks with a reflective candor. It was a masterclass in brand management under fire, reinforcing her belief in transparent communication and staying true to a brand's foundational story. That experience, rather than deterring innovation, seems to have galvanized her team's resolve. "Controversy teaches you resilience. It clarifies your purpose. Now, we channel that energy into creation," she admits, outlining a mindset that views every challenge as raw material for the next breakthrough.

Career Milestones & Achievements

• Spearheading the launch and brand strategy for Timah, a double-peated Malaysian whisky that ignited nationwide conversation about heritage and branding, putting a local spirit in the international spotlight.
• Pioneering the development and launch of Malaysia's first glitter vodka-based liqueur, creating an entirely new product category within the country's beverage industry.
• Building Winepak Corporation from a distribution-focused entity into a powerhouse brand owner and innovator, shifting the paradigm for local spirit companies.
• Successfully navigating a major national brand controversy, steering the Timah brand through a media storm with strategic communication, ultimately strengthening its market position.
• Establishing a portfolio of brands that collectively tell a multifaceted story of Malaysian taste—from traditional whisky to modern, experiential liqueurs.

The Editor's Take

Shahrzad Soudagar is an archetype of the modern Malaysian entrepreneur: culturally rooted yet globally ambitious, resilient, and unafraid to disrupt. She operates at the intersection of heritage and hedonism, understanding that a brand's power lies in its ability to evoke both pride and pleasure. Her leadership is defined by a rare blend of artistic vision and commercial grit.

• 👁️ Visionary Thinking: 9/10 – Consistently identifies and acts on white-space opportunities before they become trends.
• ⚡ Execution Capability: 8/10 – Transforms controversial challenges and innovative ideas into tangible, market-ready products.
• 🌟 Industry Influence: 8/10 – Has irrevocably changed the conversation around what a Malaysian spirit brand can be and do.

"Don't just make a drink. Craft a story worth talking about, an experience worth remembering. That's how you build a legacy, not just a label."