Mastercard and Starbucks Launch First-Ever Digital Loyalty Card in Azerbaijan with Alshaya Group
Mastercard and Starbucks have announced a strategic partnership to introduce the Starbucks® x Mastercard Digital Pass, the first co-branded digital loyalty card of its kind in Azerbaijan. Developed in collaboration with Kuwait-based Alshaya Group, the initiative marks a milestone in redefining customer engagement with their favorite brands through smartphones.
The new digital card allows customers to seamlessly earn and redeem points for rewards with every eligible purchase. Powered by Mastercard’s digital solutions, the program integrates loyalty directly into the payment experience, eliminating the need for physical cards or separate loyalty apps. Customers can access and manage their rewards in one place, making coffee moments more rewarding and effortless.
The launch also supports Starbucks’ push to phase out plastic loyalty cards in Azerbaijan, replacing them with digital payment solutions such as Apple Pay and Google Pay. Commenting on the initiative, Emil Zeylanov, Country Manager of Mastercard Azerbaijan, said the partnership reflects the company’s vision of delivering connected and intelligent experiences for everyday life. “This collaboration brings tangible added value to Azerbaijani consumers — cup by cup,” he noted.
From Starbucks’ side, Vigen Ilgaz, Vice President of Starbucks Eurasia, emphasized the brand’s focus on continuous digital innovation. “This partnership with Mastercard is a key step in our digital transformation journey,” she said. “It offers customers in Azerbaijan a faster, safer, and more personalized way to enjoy their coffee while integrating loyalty into the payment process itself.”
With the backing of Alshaya Group — a regional leader in operating global brands since 1890 — the initiative reinforces the growing trend of digital-first loyalty programs in the Middle East and Caucasus.