44
NPS
Learn More about Brand Intelligence Solutions
Find out what hundreds of thousands of customers are saying about your brand, your competitors and others in the industry
Thank you for inquiring about Comparably's Brand Intelligence Solutions
A member from Comparably's team member will be reaching out shortly to set up a time to speak about our Brand Intelligence Solutions
Brand Page
Brown-Forman
Marketing or Exec? Claim Your Free Account
About Brown-Forman's Brand
Nothing better in the market. Among its major competitors, Brown-Forman is ranked in 2nd place for NPS while Pernod Ricard is 1st, and Diageo is 3rd.
Brand at a Glance
91%
Customer Loyalty
4.4/5
Product Quality
4.2/5
Pricing
4.3/5
Customer Service
Brown-Forman Ranking
- #2 / 4 of its competitors
Brown-Forman NPS
Brown-Forman's Net Promoter Score (NPS) is a 44 with 64% Promoters, 16% Passives, and 20% Detractors. Net Promoter Score tracks whether Brown-Forman's customers would recommend using the product based on a scale of -100 to 100.
Brown-Forman Overall NPS
| 64% | Promoters |
|---|---|
| 16% | Passives |
| 20% | Detractors |
Brown-Forman NPS Trend
-100
-50
0
50
100
| Summary | Date | Score |
|---|---|---|
Jul 2023 45 | Jul 2023 | 45 |
Oct 2023 44 | Oct 2023 | 44 |
Nov 2023 46 | Nov 2023 | 46 |
Feb 2024 44 | Feb 2024 | 44 |
Apr 2024 43 | Apr 2024 | 43 |
May 2024 44 | May 2024 | 44 |
Jun 2024 44 | Jun 2024 | 44 |
Dec 2024 46 | Dec 2024 | 46 |
Feb 2025 45 | Feb 2025 | 45 |
Apr 2025 41 | Apr 2025 | 41 |
May 2025 43 | May 2025 | 43 |
Sep 2025 45 | Sep 2025 | 45 |
How Other Brands Compare
Brown-Forman is ranked second for NPS among its competitors. Pernod Ricard and Diageo come in first and third, with Constellation Brands coming in at #4.
Brown-Forman |  Diageo |  Constellation Brands |  Pernod Ricard | |
| Global Ranking | #- | #344 | #472 | #- |
| NPS | 44 | 43 | 40 | 49 |
| Social Sentiment Calculated by analyzing social media and other online mentions | - | - | Neutral | - |
| Valuation Updated every 24 hours for public companies | - | $96.06B | $43.31B | $51.72B |
What is NPS
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
Brown-Forman NPS by Gender
Female customers rated Brown-Forman's NPS 11 points higher than Male customers.
Male
78
Brown-Forman's NPS was rated 78 by Male customers on Comparably.
89%
Promoters
0%
Passives
11%
Detractors
Female
89
Brown-Forman's NPS was rated 89 by Female customers on Comparably.
89%
Promoters
11%
Passives
0%
Detractors
Brown-Forman NPS by Ethnicity
Brown-Forman's NPS was rated the highest by Caucasian customers, and the lowest by Other customers.
-100
-50
0
50
100
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 100 | Caucasian | 100 |
Other 34 | Other | 34 |
Brown-Forman NPS by Age
Brown-Forman's NPS was rated the highest by customers ages 18-25, and the lowest by customers ages 26-30.
Brown-Forman NPS by Usage
Brown-Forman's NPS was rated the highest by customers who have used Brown-Forman's products/services for 1 to 2 Years, and the lowest by customers with 2 to 5 Years of usage.
-100
-50
0
50
100
| Summary | Usage | Score |
|---|---|---|
1 to 2 Years 100 | 1 to 2 Years | 100 |
2 to 5 Years 49 | 2 to 5 Years | 49 |
5 to 10 Years 100 | 5 to 10 Years | 100 |
Over 10 Years 100 | Over 10 Years | 100 |
Brown-Forman NPS vs. Competitors
Compared to its competitors, Brown-Forman's NPS is rated right above Diageo, and is preceded by Pernod Ricard.
| COMPANY | NPS Score | |
|---|---|---|
| Pernod Ricard | 49 |
| Brown-Forman | 44 |
| Diageo | 43 |
| Constellation Brands | 40 |
 | KEO | N/A |
Brown-Forman Customer Reviews
Out of the 2 Brown-Forman customer reviews 2 were positive and 0 were constructive. Brown-Forman customer reviews reflect that all customers have a favorable experience using the products/services of the company.
Brown-Forman Customer Loyalty
91%
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
91% of Brown-Forman users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
Sign Up to see the full customer demographics data and the people that answered "Yes" when asked "Would you consider yourself a loyal user/customer?"
Brown-Forman Customer Loyalty Score by Gender
Brown-Forman's Customer Loyalty score was rated 100 by both Female and Male customers on Comparably.
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Gender data of Brown-Forman.
Male
100%
Yes
Female
100%
Yes
Brown-Forman Customer Loyalty Score by Ethnicity
Brown-Forman's Customer Loyalty score was rated 100% by both Caucasian and Other customers on Comparably.
% who answered "Yes"
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Ethnicity data of Brown-Forman.
100
out of 100
Caucasian
100
out of 100
Other
Brown-Forman Customer Loyalty Score by Age
Brown-Forman's Customer Loyalty score was rated 100% by customers ages 18-25 and customers ages 31-35 on Comparably.
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Age data of Brown-Forman.
0
20%
40%
60%
80%
100%
| Summary | Age | Score |
|---|---|---|
18-25 100% | 18-25 | 100% |
26-30 100% | 26-30 | 100% |
31-35 100% | 31-35 | 100% |
Brown-Forman Customer Loyalty Score by Usage
Brown-Forman's Customer Loyalty score was rated 100% by customers who have used Brown-Forman's products/services for 1 to 2 Years, and by customers with Over 10 Years of usage.
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Usage data and uncover the answer to "Would you consider yourself a loyal user/customer?" by usage.
Brown-Forman Customer Loyalty Score by Industry
Brown-Forman's Customer Loyalty score was rated 100% by both Beverage, Wine and Spirits and Education industry customers.
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Industry data and uncover the answer to "Would you consider yourself a loyal user/customer?" by industry.
Brown-Forman Customer Loyalty vs. Competitors
Compared to its competitors, Brown-Forman's Customer Loyalty score is rated right above Diageo.
| COMPANY | Customer Loyalty Score | |
|---|---|---|
| Brown-Forman | 91% |
| Diageo | 87% |
| Pernod Ricard | 73% |
| Constellation Brands | 72% |
| KEO | N/A |
Unlock Brown-Forman Customer Loyalty vs. Competitors Data
VS
Sign Up for Brand Profile PRO to get the full Brown-Forman Customer Loyalty vs. Competitors data and gain insights into your customers today.
Brown-Forman Product Quality
4.4/5
Brown-Forman has an overall Product Quality score of 4.4 out of 5 stars rated by its users and customers.
Sign Up to unlock Brown-Forman's overall Product Quality score rated by its users and customers.
Brown-Forman Product Information
Brown-Forman’s product quality score is a 4.4 out of 5 as rated by its users and customers. Reviewers from the Education industry rated Brown-Forman's product the highest. Reviewers from the Beverage, Wine and Spirits industry rated Brown-Forman the lowest at 4.3.
- Website
- http://www.brown-forman.com
- Company Size
- 1,001-5,000 Employees
Industry
Beverage, Wine and Spirits
Quick Insights into Brown-Forman Product Quality
Brown-Forman's Product Quality score was rated highest by customers from the Education industry, and rated lowest by Other customers.
Sign Up to unlock insights into how customers have ranked Brown-Forman's Product Quality.
Ranked Brown-Forman Product Quality the Highest
Ranked Brown-Forman Product Quality the Lowest
Brown-Forman Product Quality Score by Gender
Male customers rated Brown-Forman's Product Quality score 0.6 stars higher than Female customers.
Sign Up for Brand Profile PRO to get the full Product Quality by Gender data of Brown-Forman.
Male
4.9/5
Female
4.3/5
Brown-Forman Product Quality Score by Ethnicity
Brown-Forman's Product Quality score was rated the highest by Caucasian customers, and the lowest by Other customers.
Sign Up for Brand Profile PRO to get the full Product Quality by Ethnicity data of Brown-Forman.
0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 4.8 | Caucasian | 4.8 |
Other 3.8 | Other | 3.8 |
Brown-Forman Product Quality Score by Age
Brown-Forman's Product Quality score was rated the highest by customers ages 26-30, and the lowest by customers ages 31-35.
Sign Up for Brand Profile PRO to get the full Product Quality by Age data of Brown-Forman.
0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 4.4 | 18-25 | 4.4 |
26-30 4.6 | 26-30 | 4.6 |
31-35 4.3 | 31-35 | 4.3 |
Brown-Forman Product Quality Score by Usage
Brown-Forman's Product Quality score was rated the highest by customers who have used Brown-Forman's products/services for Over 10 Years, and the lowest by customers with 5 to 10 Years of usage.
Sign Up for Brand Profile PRO to get the full Product Quality by Usage data.
Brown-Forman Product Quality Score by Industry
Brown-Forman's Product Quality score was rated the highest by Education industry customers, and the lowest by Beverage, Wine and Spirits industry customers.
Sign Up for Brand Profile PRO to get the full Product Quality by Industry data.
Brown-Forman Product Quality vs. Competitors
Compared to its competitors, Brown-Forman's Product Quality score is rated right above Diageo.
| COMPANY | Product Quality Score | |
|---|---|---|
| Brown-Forman | 4.4/5 |
| Diageo | 4.2/5 |
| Pernod Ricard | 4/5 |
| Constellation Brands | 4/5 |
| KEO | N/A |
Unlock Brown-Forman Product Quality vs. Competitors Data
VS
Sign Up for Brand Profile PRO to get the full Brown-Forman Product Quality vs. Competitors data and gain insights into your customers today.
Brown-Forman Pricing
Brown-Forman ROI & Value For Money
4.2/5
Brown-Forman has a value for money and ROI score of 4.2 out of 5 stars rated by its users and customers.
Sign Up to unlock Brown-Forman's overall ROI score rated by its users and customers.
Brown-Forman Pricing Plans
Not every product or service fits the needs of a certain user or industry. The users that rank the value for money and ROI highest are mainly from Education industry. The users from the Beverage, Wine and Spirits industry think that they had the lowest ROI from Brown-Forman.
Quick Insights into Brown-Forman ROI
Brown-Forman's ROI score was rated highest by customers from the Education industry, and rated lowest by Other customers.
Sign Up to unlock insights into how customers have ranked Brown-Forman's ROI score.
Ranked Brown-Forman ROI the Highest
Ranked Brown-Forman ROI the Lowest
Brown-Forman ROI Score by Gender
Male customers rated Brown-Forman's ROI score 0.3 stars higher than Female customers.
Sign Up for Brand Profile PRO to get the full ROI by Gender data of Brown-Forman.
Male
4.6/5
Female
4.3/5
Brown-Forman ROI Score by Ethnicity
Brown-Forman's ROI score was rated the highest by Caucasian customers, and the lowest by Other customers.
Sign Up for Brand Profile PRO to get the full ROI by Ethnicity data of Brown-Forman.
0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 4.8 | Caucasian | 4.8 |
Other 3.6 | Other | 3.6 |
Brown-Forman ROI Score by Age
Brown-Forman's ROI score was rated the highest by customers ages 18-25, and the lowest by customers ages 26-30.
Sign Up for Brand Profile PRO to get the full ROI by Age data of Brown-Forman.
0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 4.5 | 18-25 | 4.5 |
26-30 4.1 | 26-30 | 4.1 |
31-35 4.5 | 31-35 | 4.5 |
Brown-Forman ROI Score by Usage
Brown-Forman's ROI score was rated the highest by customers who have used Brown-Forman's products/services for Over 10 Years, and the lowest by customers with 1 to 2 Years of usage.
Sign Up for Brand Profile PRO to get the full ROI by Usage data.
Brown-Forman ROI Score by Industry
Brown-Forman's ROI score was rated the highest by Education industry customers, and the lowest by Beverage, Wine and Spirits industry customers.
Sign Up for Brand Profile PRO to get the full ROI by Industry data.
Brown-Forman Pricing vs. Competitors
Compared to its competitors, Brown-Forman's ROI score is rated right above Diageo.
| COMPANY | Pricing Score | |
|---|---|---|
| Brown-Forman | 4.2/5 |
| Diageo | 4.1/5 |
| Constellation Brands | 4/5 |
| Pernod Ricard | 3.8/5 |
| KEO | N/A |
Unlock Brown-Forman ROI vs. Competitors Data
VS
Sign Up for Brand Profile PRO to get the full Brown-Forman ROI vs. Competitors data and gain insights into your customers today.
Brown-Forman Customer Satisfaction (CSAT)
Brown-Forman Customer Satisfaction (CSAT) Score
85 / 100
Brown-Forman has an overall Customer Satisfaction score of 85 rated by its users and customers.
Sign Up to see the full customer demographics data and the people that answered "How would you rate your overall satisfaction with the service you received?"
Very Satisfied
54%
Satisfied
31%
Neither Satisfied nor Dissatisfied
5%
Dissatisfied
5%
Very Dissatisfied
5%
What is Customer Satisfaction (CSAT) Score
Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.
Quick Insights into Brown-Forman Customer Satisfaction
Brown-Forman's Customer Satisfaction score was rated highest by customers ages 18-25, and rated lowest by Other customers.
Sign Up to unlock insights into how customers have ranked Brown-Forman's Customer Satisfaction.
Ranked Brown-Forman Customer Satisfaction the Highest
Ranked Brown-Forman Customer Satisfaction the Lowest
Brown-Forman Customer Satisfaction Score by Gender
Male customers rated Brown-Forman's Customer Satisfaction score 13 points higher than Female customers.
Sign Up for Brand Profile PRO to get the full Customer Satisfaction by Gender data of Brown-Forman.
100 / 100
MaleVery Satisfied | 100% | |
|---|---|---|
Satisfied | 0% | |
Neither Satisfied nor Dissatisfied | 0% | |
Dissatisfied | 0% | |
Very Dissatisfied | 0% |
87 / 100
FemaleVery Satisfied | 24% | |
|---|---|---|
Satisfied | 63% | |
Neither Satisfied nor Dissatisfied | 13% | |
Dissatisfied | 0% | |
Very Dissatisfied | 0% |
Brown-Forman Customer Satisfaction Score by Ethnicity
CSAT according to Caucasian
Brown-Forman's Customer Satisfaction (CSAT) score was rated 100% according to Caucasian users and customers.
Sign Up for Brand Profile PRO to get the full Customer Satisfaction by Ethnicity data of Brown-Forman.
100 / 100
Very Satisfied
78%
Satisfied
22%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
0%
CSAT according to Other
Brown-Forman's Customer Satisfaction (CSAT) score was rated 67% according to Other users and customers.
Sign Up for Brand Profile PRO to get the full Customer Satisfaction by Ethnicity data of Brown-Forman.
67 / 100
Very Satisfied
33%
Satisfied
34%
Neither Satisfied nor Dissatisfied
33%
Dissatisfied
0%
Very Dissatisfied
0%
Brown-Forman Customer Satisfaction Score by Age
Brown-Forman's Customer Satisfaction score was rated the highest by customers ages 18-25, and the lowest by customers ages 31-35.
Sign Up for Brand Profile PRO to get the full Customer Satisfaction by Age data of Brown-Forman.
0
20
40
60
80
100
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18-25 | 100% | |||||||||||||||
| 31-35 | 80% |
Brown-Forman Customer Satisfaction Score by Usage
Brown-Forman's Customer Satisfaction score was rated the highest by customers who have used Brown-Forman's products/services for 2 to 5 Years, and the lowest by customers with 1 to 2 Years of usage.
Sign Up for Brand Profile PRO to get the full Customer Satisfaction by Usage data.
Brown-Forman Customer Satisfaction Score by Industry
Brown-Forman's Customer Satisfaction score was rated 100 points by Beverage, Wine and Spirits industry customers.
Sign Up for Brand Profile PRO to get the full Customer Satisfaction by Industry data.
{
"title": "Brown-Forman Customer Satisfaction Score by Industry",
"text": "Brown-Forman's Customer Satisfaction score was rated 100 points by Beverage, Wine and Spirits industry customers.",
"bars": [
{
"label": "Beverage, Wine and Spirits",
"groupId": 502,
"score": 100,
"stars": 0,
"csatScore": 100,
"text": "Brown-Forman's Customer Satisfaction score is rated by Beverage, Wine and Spirits customers on Comparably.",
"scoreClassName": "max",
"scoreLabel": 100
}
]
}Brown-Forman Customer Satisfaction vs. Competitors
Compared to its competitors, Brown-Forman's Customer Satisfaction score is rated right above Diageo.
| COMPANY | Customer Satisfaction (CSAT) Score | |
|---|---|---|
| Brown-Forman | 85% |
| Diageo | 83% |
| Pernod Ricard | 75% |
| Constellation Brands | 72% |
| KEO | 0% |
Unlock Brown-Forman Customer Satisfaction vs. Competitors Data
VS
Sign Up for Brand Profile PRO to get the full Brown-Forman Customer Satisfaction vs. Competitors data and gain insights into your customers today.
Brown-Forman Customer Service
4.3/5
Brown-Forman has an overall Customer Service score of 4.3 out of 5 stars rated by its users and customers.
Sign Up to unlock Brown-Forman's overall Customer Service score rated by its users and customers.
About Brown-Forman's Customer Service
Address
850 Dixie Highway, Louisville, KY 40210
Website
http://www.brown-forman.com
Phone Number
(502) 364-4567
Brown-Forman's Social Links
Quick Insights into Brown-Forman Customer Service
Brown-Forman's Customer Service score was rated highest by customers who have used Brown-Forman's products/services for 5 to 10 Years, and rated lowest by Other customers.
Sign Up to unlock insights into how customers have ranked Brown-Forman's Customer Service score.
Ranked Brown-Forman Customer Service the Highest
Ranked Brown-Forman Customer Service the Lowest
Brown-Forman Customer Service Score by Gender
Male customers rated Brown-Forman's Customer Service score 0.2 stars higher than Female customers.
Sign Up for Brand Profile PRO to get the full Customer Service by Gender data of Brown-Forman.
Male
4.8/5
Female
4.6/5
Brown-Forman Customer Service Score by Ethnicity
Brown-Forman's Customer Service score was rated the highest by Caucasian customers, and the lowest by Other customers.
Sign Up for Brand Profile PRO to get the full Customer Service by Ethnicity data of Brown-Forman.
0
20
40
60
80
100
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 5 | Caucasian | 5 |
Other 4 | Other | 4 |
Brown-Forman Customer Service Score by Age
Brown-Forman's Customer Service score was rated the highest by customers ages 31-35, and the lowest by customers ages 26-30.
Sign Up for Brand Profile PRO to get the full Customer Service by Age data of Brown-Forman.
0
20
40
60
80
100
| Summary | Age | Customer Service Score |
|---|---|---|
18-25 4.5 | 18-25 | 4.5 |
26-30 4.5 | 26-30 | 4.5 |
31-35 4.7 | 31-35 | 4.7 |
Brown-Forman Customer Service Score by Usage
Brown-Forman's Customer Service score was rated the highest by customers who have used Brown-Forman's products/services for 5 to 10 Years, and the lowest by customers with 2 to 5 Years of usage.
Sign Up for Brand Profile PRO to get the full Customer Service by Usage data.
Brown-Forman Customer Service Score by Industry
Brown-Forman's Customer Service score was rated the highest by Education industry customers, and the lowest by Beverage, Wine and Spirits industry customers.
Sign Up for Brand Profile PRO to get the full Customer Service by Industry data.
Brown-Forman Customer Service vs. Competitors
Compared to its competitors, Brown-Forman's Customer Service score is rated right above Diageo.
| COMPANY | Customer Service Score | |
|---|---|---|
| Brown-Forman | 4.3/5 |
| Diageo | 4.1/5 |
| Constellation Brands | 4/5 |
| Pernod Ricard | 3.7/5 |
| KEO | N/A |
Unlock Brown-Forman Customer Service vs. Competitors Data
VS
Sign Up for Brand Profile PRO to get the full Brown-Forman Customer Service vs. Competitors data and gain insights into your customers today.
Brown-Forman as an Employer
4.1/5
Brown-Forman has a 4.1/5 stars for its overall company culture rated by their employees
top
30%
Consumer vs. Employees
Brown-Forman scored a 44 for Net Promoter Score and a 28 for Employee Net Promoter Score. NPS gauges how likely a customer of Brown-Forman would recommend the brand to a friend. ENPS measures how likely Brown-Forman employees would recommend working at Brown-Forman to a friend.
Net Promoter Score
44
NPS Score
| 64% | Promoters |
|---|---|
| 16% | Passive |
| 20% | Detractors |
Employee Net Promoter Score
28
eNPS Score
| 57% | Promoters |
|---|---|
| 14% | Passive |
| 29% | Detractors |
