Facebook Ads Cost Per Purchase Benchmarks for Wine and Spirits

Introduction

The Wine and Spirits market ran nearly neck-and-neck with the global all‑industry benchmark on Facebook Ads cost per purchase in 2025, but it took a far choppier route to get there. The year opened elevated, plunged into a mid‑year trough, and then surged into a Q4 peak before easing in December. Volatility was the clear headline: costs swung widely month to month, far more than the global median. 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 compared to the global benchmark.

The story in the data

Across 2025, Wine and Spirits cost per purchase averaged $51.24, essentially level with the global all‑industry average of $51.40. The category started at $55.46 in January and finished at $51.35 in December, a 7% decline across the year, mirroring the market’s broader cooling (global: −15% from $53.25 to $45.08).

The year’s low arrived in June at $33.73, followed by a steady rebuild through Q3 and a sharp Q4 surge to the annual high of $68.54 in November—roughly double June’s trough. The path was turbulent: average absolute month‑to‑month movement was $9.65 for Wine and Spirits versus just $1.77 globally, underscoring a far more volatile cost environment.

Key monthly movements:

• Early lift: January–February rose 9% to $60.64, holding firm into March ($59.45).
• Spring correction: a steep April dip (−29% vs March) to $42.09; brief May rebound ($53.13); then the cycle low in June ($33.73).
• Gradual rebuild: July–September climbed from $37.99 to $47.39.
• Q4 spike: October jumped 27% to $59.98, then November peaked at $68.54 before December reset to $51.35 (−25% vs November).

Seasonal and monthly dynamics

Seasonality was pronounced. After a strong Q1, performance softened sharply in late Q2, with April–June marking the weakest stretch. The category then regained momentum through Q3, culminating in a pronounced Q4 push: October and November delivered the highest costs of the year, with December moderating yet remaining above the annual mean. This rhythm—Q2 softness, Q3 rebuild, Q4 surge—was more exaggerated than the broader market, where costs drifted steadily lower into the holidays.

Country vs. Global

Relative to the global benchmark, Wine and Spirits spent seven months above market and five months below:

• Above market: January–March, May, and the full Q4. The widest premium occurred in November, when Wine and Spirits ran 45% above the global level ($68.54 vs $47.16).
• Below market: April and June–September, with the deepest discount in June at 34% below global ($33.73 vs $50.82).

The gap to global narrowed to near parity in May (about +1%), widened to a double‑digit discount through much of Q3, and then flipped to a double‑digit premium in Q4. By half‑year, H1 Wine and Spirits averaged $50.75 (−4% vs global H1’s $52.76), while H2 averaged $51.73 (+3% vs global H2’s $50.05).

Closing

In short, Facebook Ads cost‑per‑purchase benchmarks for Wine and Spirits across all countries in 2025 matched global averages in level but not in shape: a deep mid‑year valley, a Q4 crescendo, and markedly higher volatility than the market overall. Understanding these category‑specific cost dynamics within broader Facebook Ads benchmarks helps marketers assess Wine and Spirits industry ad performance across all countries relative to global patterns.