Facebook Ads Cost Per Purchase Benchmarks for Wine and Spirits

Introduction — the main story

Wine and Spirits cost-per-purchase run hotter and choppier than the global baseline over the last 13 months. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for Wine and Spirits in All countries available compared to the global benchmark.

Across June 2025 → June 2026 the Wine and Spirits median cost-per-purchase averaged about $58.6, versus a global median of roughly $48.2 — roughly 22% above the baseline. The category began at $57.27 in June 2025 and closed at $49.35 in June 2026, but with a dramatic spike to $91.89 in March 2026 and a trough of $44.80 in July 2025. Volatility was material: month-to-month absolute moves averaged about $17.6 for Wine and Spirits, roughly four times the baseline’s $4.2 average monthly swing.

The story in the data

Starting point: $57.27 (June 2025). Ending point: $49.35 (June 2026) — a net decline of ~13.8% over the period. Average (13 months): $58.64 for Wine and Spirits vs $48.18 global. High: $91.89 in March 2026 (the year’s peak). Low: $44.80 in July 2025. Range: Wine and Spirits moved from its low to high by ~105% (44.8 → 91.9). For the baseline the high was $55.54 (March 2026) and the low $25.50 (June 2026), a more extreme downward move near period end driven by the baseline drop.

Month-level dynamics show several sharp swings: July 2025 was the lowest Wine and Spirits CPC at $44.80, then August jumped to $72.52 (+62%). March 2026 produced the largest spike to $91.89 (+98% vs February), followed by a steep retreat to $47.90 in April. These swings create a jagged trajectory rather than a smooth trend line.

Seasonal and monthly dynamics

Seasonality reads as episodic peaks around late winter/early spring in this window (notably January and March 2026) and relative softness across midsummer and late spring months. Wine and Spirits recorded stronger median costs in August and January (>$70 in both months) and softer periods in July, February and April (mid-$40s). The global baseline shows a more muted rhythm until a sharp drop in June 2026; otherwise the baseline moves were smaller and more consistent month-to-month.

Typical seasonal patterns (higher competitive pressure across holidays and some post-holiday rebounds) are visible in the winter months’ lifts — the movement is more pronounced in Wine and Spirits than in the global benchmark.

Country vs. Global

Across the period Wine and Spirits in All countries available ran above the global benchmark more often than not. Wine and Spirits exceeded baseline median CPC in 10 of 13 months; the exceptions were July 2025 (≈9% lower), February 2026 (≈7% lower) and April 2026 (≈3% lower). At its narrowest, Wine and Spirits was ~9% below baseline; at its widest, it was ~94% above the baseline (June 2026, driven by baseline’s sharp drop to $25.50). Overall, Wine and Spirits displayed materially higher volatility — roughly four times the baseline’s monthly movement — signaling a market with episodic surges and retrenchments compared to the steadier global trend.

Understanding cost-per-purchase benchmarks for Wine and Spirits across All countries available gives a clear picture of how this industry’s ad economics compare to global patterns, and it complements broader Facebook Ads benchmarks, CPC trends, CPM analysis, CTR performance and country-specific ad costs within industry ad performance discussions.