

Carlsberg AS is a Danish brewing company. The company produces a range of beers, but its main brand is Carlsberg Beer. The company produces over 500 local, regional, and internationally distributed beers. Along with its production, Carlsberg maintains a research facility for deeper understanding of brewing science. The concept of acidity's measure on the pH scale was established there, as was the discovery and isolation of Saccharmyces carlsbergensis, the strain of yeast used to make pale lagers. The company offers regional beers in Malawi, the United Kingdom, Greece, China, Vietnam, Thailand, Germany, Sweden, Switzerland, Serbia, Russia, Finland, Norway, Poland, Bulgaria, Croatia, Estonia, Italy, Turkey, Portugal, Iran, and France. Some of its regional and international brands are Tuborg, Baltika, 1664, Holsten, Kronenbourg, Falcon, Pripps, Karhu, Okocim, Feldschloesschen, Ringnes, and Wusu. The company's profile of beer is sold through a network of distributors all across the world. Carlsberg's beer can be purchased in over 150 countries. Beer distribution is extremely complex varies greatly from location to location. In some areas, Carlsberg is legally required to sell to distribution companies, rather than market their own beer to retailers. Among its major competitors, Carlsberg is ranked in 1st place for NPS while Diageo is 2nd, and Heineken is 3rd.Their current valuation is $16.27B
Carlsberg's Net Promoter Score (NPS) is a 58 with 75% Promoters, 8% Passives, and 17% Detractors. Net Promoter Score tracks whether Carlsberg's customers would recommend using the product based on a scale of -100 to 100.
| 75% | Promoters |
|---|---|
| 8% | Passives |
| 17% | Detractors |
| Summary | Date | Score |
|---|---|---|
Sep 2022 100 | Sep 2022 | 100 |
Oct 2022 0 | Oct 2022 | 0 |
Nov 2022 33 | Nov 2022 | 33 |
Mar 2023 25 | Mar 2023 | 25 |
Apr 2023 40 | Apr 2023 | 40 |
May 2023 49 | May 2023 | 49 |
Oct 2023 57 | Oct 2023 | 57 |
Apr 2024 44 | Apr 2024 | 44 |
Jun 2024 50 | Jun 2024 | 50 |
Sep 2024 54 | Sep 2024 | 54 |
Mar 2025 59 | Mar 2025 | 59 |
Carlsberg is ranked first for NPS among its competitors. Diageo and Heineken come in second and third, with BreweryDB coming in at #4. Among those competitors, it is the second most valued company behind Diageo.
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.
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.
59% of Carlsberg users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
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Compared to its competitors, Carlsberg's Customer Loyalty score is rated right below Heineken.
Carlsberg has an overall Product Quality score of 3.9 out of 5 stars rated by its users and customers.
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Carlsberg’s product quality score is a 3.9 out of 5 as rated by its users and customers.
Compared to its competitors, Carlsberg's Product Quality score is rated right below Diageo.
Carlsberg has a value for money and ROI score of 3.5 out of 5 stars rated by its users and customers.
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Compared to its competitors, Carlsberg's ROI score is rated right below Heineken.
Carlsberg has an overall Customer Satisfaction score of 86 rated by its users and customers.
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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.
Compared to its competitors, Carlsberg's Customer Satisfaction score is rated right above Diageo, and is preceded by Heineken.
Carlsberg has an overall Customer Service score of 3.8 out of 5 stars rated by its users and customers.
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100 Ny Carlsberg Vej, Copenhagen, 1799
www.carlsberggroup.com
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Compared to its competitors, Carlsberg's Customer Service score is rated right below Heineken.
Carlsberg scored a 58 for Net Promoter Score and a 50 for Employee Net Promoter Score. NPS gauges how likely a customer of Carlsberg would recommend the brand to a friend. ENPS measures how likely Carlsberg employees would recommend working at Carlsberg to a friend.
| 75% | Promoters |
|---|---|
| 8% | Passive |
| 17% | Detractors |
| 75% | Promoters |
|---|---|
| 0% | Passive |
| 25% | Detractors |