Facebook Ads Cost Per Purchase Benchmarks for Wine and Spirits

Introduction

The headline for Wine and Spirits is a year of elevated acquisition costs that gave way to a sharp reset. Median cost per purchase (CPP) started high in late 2024, softened through mid-2025, spiked in October, then fell to its yearly low in November 2025. Across the same window, the global benchmark moved more steadily with a mild, consistent easing. Wine and Spirits averaged slightly above the global level overall, but with far sharper month-to-month swings and standout peaks in holiday-adjacent periods.

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 across all countries compared to the global benchmark.

The story in the data

Wine and Spirits CPP opened at $75.14 in November 2024, eased to $69.90 in December, and continued to normalize in early 2025 ($55.46 in January, $60.64 in February, $59.45 in March). A decisive step-down arrived in April at $42.09, followed by a brief lift to $53.13 in May and the mid-year trough of $33.34 in June. From there, CPP rebuilt gradually—$38.77 in July, $44.97 in August, $45.90 in September—before a pronounced October spike to $59.76. The year closed on a surprising low at $18.59 in November 2025.

Across the 13-month run, Wine and Spirits averaged $50.55 per purchase, with a high of $75.14 (November 2024) and a low of $18.59 (November 2025). Month-over-month volatility averaged $11.82, with the sharpest single move a $41.17 drop from October to November 2025. By comparison, the global series averaged $48.06 with far gentler month-to-month changes ($3.45 on average).

Seasonal and monthly dynamics

Seasonality is evident. Holiday build-up in late 2024 coincided with the year’s most expensive months for Wine and Spirits (November–December average: $72.52). Early Q1 typically brings a reset; here, CPP cooled but remained elevated versus global through March. Q2 turned softer, with April’s step-down and a June low defining the middle of the year (Q2 average: $42.86). A steady Q3 rebuild set up an October surge back to nearly $60, before an unusually deep November retreat to $18.59—distinct from the prior year’s holiday lift.

In context of Facebook Ads benchmarks, this CPP pattern sits alongside familiar seasonal pressures seen in CPM analysis and the broader shape of CPC trends, with notable divergences in late 2025.

Country vs. Global

Relative to the global benchmark, Wine and Spirits sat slightly above market on average (+5%). It ran above the global CPP in 7 of 13 months—most clearly during late 2024 (+76% in November, +40% in December) and again in October 2025 (+31%). The category dipped below global levels in 6 months, most notably in June 2025 (−31%) and November 2025 (−39%).

Trajectory differed as well. The global series eased gradually from November 2024 to November 2025 (−28%), while Wine and Spirits fell much more sharply (−75% from $75.14 to $18.59). Volatility was also higher in Wine and Spirits (average monthly change of $11.82 vs. $3.45 globally), producing wider and more frequent swings around the benchmark. At its narrowest gap, Wine and Spirits was just 4% above global CPP (May 2025); at its widest, it ranged from +76% (November 2024) to −39% (November 2025).

Closing

Overall, Facebook Ads cost per purchase benchmarks for the Wine and Spirits industry across all countries show elevated late-2024 costs, a mid-2025 trough, an October 2025 rebound, and an unusually deep November pullback. This CPP view complements CPC trends, CPM analysis, and CTR performance signals, helping frame industry ad performance against the global benchmark.