Facebook Ads CPM Benchmarks for Wine and Spirits

Introduction

The main story: Wine and Spirits CPMs started the period well below the global benchmark, climbed into a Q4 premium, softened in early 2026, then exploded to an outsized peak in June 2026. 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.

The story in the data

Across the 13-month window (June 2025–June 2026) Wine and Spirits averaged roughly $17.50 CPM versus a global baseline of about $20.75 — roughly 16% lower on average. The category opened at about $10.07 in June 2025, dipped slightly to a summer low near $9.81 in July, climbed into the mid-teens through autumn, hit $24.88 in December 2025, retreated in early 2026, and then surged to a high of $37.40 in June 2026. From the starting point to the end point that represents a roughly +271% rise in CPM for Wine and Spirits.

Monthly extremes are notable: the low was ~ $9.81 (July 2025), the high was $37.40 (June 2026). The median movement across months produces an average CPM near $17.5 with clear spikes in September–December 2025 and an exceptional jump at the end of the series.

Seasonal and monthly dynamics

Seasonality shows familiar rhythms with a Q4 uplift: CPMs move from low summer levels into stronger autumn and a December peak ($24.9). The post-holiday period softens in January–February 2026 (February at $13.81), then volatility resumes through spring. The June 2026 spike (+125% month-over-month from May) breaks typical seasonal amplitude and stands out as an outlier.

Measured volatility is high: average absolute month-to-month change for Wine and Spirits was about 29% versus roughly 7% for the global baseline — indicating far sharper swings in category CPMs than the market as a whole. The category alternated between being well below baseline in early months (40–48% below in mid-2025) and above baseline in December (+23%) and dramatically above in June 2026 (+71%).

Country vs. Global

Compared directly to the global CPM trend, Wine and Spirits was generally below market for much of the period — trailing the baseline by mid-teens to near half in the summer months. The global trend was steadier, averaging $20.75 and showing smaller month-to-month moves. Where the market moved up moderately into Q4, Wine and Spirits’ climb was steeper into December; where the global baseline softened in December relative to November, Wine and Spirits remained elevated. By June 2026 the category decisively outpaced the baseline, reversing the earlier gap.

Understanding CPM analysis and Facebook Ads benchmarks for Wine and Spirits across all countries available provides a clear view of industry ad performance, country-specific ad costs dynamics, and how CPM trends diverge from broader market patterns.