Heineken Net Promoter Score 2023 Benchmarks

Last known Net Promoter Score is


Heineken N.V., or shortened to Heineken, is a Dutch brewing company, founded in 1864 by Gerard Adriaan Heineken in Amsterdam. As of 2017, Heineken owns over 165 breweries in more than 70 countries. It produces 250 international, regional, local and specialty beers and ciders and employs approximately 73,000 people.

With an annual beer production of 188.3 million hectoliters in 2015, and global revenues of 20,511 million Euros in 2015, Heineken N.V. is the number one brewer in Europe and one of the largest brewers by volume in the world. Heineken's Dutch breweries are located in Zoeterwoude, 's-Hertogenbosch and Wijlre. The original brewery in Amsterdam, closed in 1988, is preserved as a museum called Heineken Experience.

Since the merger between the two largest brewing empires in the world, Anheuser-Busch InBev and SABMiller, in October 2016, Heineken has been the second largest brewer in the world.

Quick facts about Heineken

Key people

Jean-François van Boxmeer (Chairman/CEO) Laurence Debroux (CFO)


July 12, 1864; 152 years ago (1864-07-12)

Traded as



Charlene de Carvalho (25%)



Consumer Brands / FMCG companies with similar Net Promoter Score

Company Score
Heineken 34
Danone 31
Kleenex 31
Heinz 31
Wal-Mart 37
Pampers 37
Johnnie Walker 38
Budweiser 29
Gillette 28
Kellogg 27

What is Net Promoter Score?

NPS is a customer loyalty metric that measures customers’ willingness to not only return for another purchase or service but also make a recommendation to their family, friends or colleagues.

It is a powerful and effective technique, which can greatly increase a company's revenue if used properly.

The main advantages of NPS are close correlation with a company's growth and easy collection, interpretation and communication of the data.

Learn more about NPS

Is Heineken's NPS of 34 considered to be good?

Yes, it is.

Net Promoter Score is a number from -100 from 100.

Scores higher than 0 are typically considered to be good and scores above 50 are considered to be excellent.

The industry average for Consumer Brands / FMCG is 30.

Browse NPS benchmarks

How to understand the NPS benchmarks

The final Net Promoter Score of a company strongly depends on a context in which the satisfaction is measured.

Consider an example: If Heineken sends out NPS surveys immediately after purchase, they are tracking their customers' initial excitement and the checkout experience.

On the other hand, if they survey their customers a few weeks after the purchase they are also tracking how satisfied their customers are with their products and services over time.

Therefore, comparing the NPS score of Heineken with your own without any further context is not that useful.

What is extremely useful though, is using the NPS methodology to track the satisfaction of your customers over time. That's where Customer.guru comes in.

What is Customer.guru? Why is useful?

After successfully using Net Promoter Score for our own e-commerce projects,
 we have decided to let anyone benefit from what we've learned.

We have founded Customer.guru in 2016 to help e-shops, SaaS services and startups better understand their customers, improve their services and increase their revenues.

Customer.guru is an easy-to-setup tool for tracking segmented customer satisfaction using Net Promoter Score.

Learn more

Other companies with Net Promoter Score similar to Heineken

Company Industry Score
Hargreaves Lansdown Financial Services / Brokerage and investments 34
Telecom Italia - TIM (TI) Telecommunications / Wireless Carrier 34
Heineken Consumer Brands / FMCG 34
Cricket Telecommunications / Wireless Carrier 34
Philips Consumer Brands / Electronics 33
Ralph Lauren Consumer Brands / Retail/E-tail 33
Toyota Consumer Brands / Car Manufacturers 33
Motorola Consumer Brands / Electronics 33
Boost Telecommunications / Wireless Carrier 33
Check Point Software Technology / Software 33

Net Promoter Score benchmark sources

Score Date Source
34 2013-04-01 http://wordofmouthindex.com/womi-scores/top-100-brands/

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