Johnnie Walker Net Promoter Score 2023 Benchmarks

Last known Net Promoter Score is


Johnnie Walker is a brand of Scotch whisky owned by Diageo that originated in Kilmarnock, Ayrshire, Scotland. It is the most widely distributed brand of blended Scotch whisky in the world, sold in almost every country, with annual sales of the equivalent of over 226.2 million 750 ml bottles in 2015.

Consumer Brands / FMCG companies with similar Net Promoter Score

Company Score
Johnnie Walker 38
Wal-Mart 37
Pampers 37
Heineken 34
Heinz 31
Danone 31
Kleenex 31
Jack Daniels 45
Budweiser 29
Gillette 28

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 Johnnie Walker's NPS of 38 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 Johnnie Walker 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 Johnnie Walker 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 comes in.

What is 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 in 2016 to help e-shops, SaaS services and startups better understand their customers, improve their services and increase their revenues. is an easy-to-setup tool for tracking segmented customer satisfaction using Net Promoter Score.

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Other companies with Net Promoter Score similar to Johnnie Walker

Company Industry Score
Lowell Group Financial Services / Other 38
LDM Global Service Providers (B2B) / Car Manufacturers 38
ING Direct Australia Financial Services / Banking 38
American Stock Transfer Financial Services / Other 38
Delta air lines Travel and Hospitality / Airlines 38
eBay Consumer Brands / Retail/E-tail 38
Johnnie Walker Consumer Brands / FMCG 38
Cisco Technology / Other 38
Broadridge Financial Services / Other 38
Verizon FiOS Telecommunications / Internet Service Provider 38

Net Promoter Score benchmark sources

Score Date Source
38 2013-04-01

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