Facebook Ads CPM Benchmarks for Wine and Spirits

Introduction

Wine and Spirits CPMs ran below the global benchmark for most of the 13‑month window, but the story is punctuated by a sharp Q4 peak and an abrupt July trough. 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

Median cost‑per‑thousand‑impressions (CPM) for Wine and Spirits started at about 9.81 in July 2025, climbed into the mid‑teens and twenties, peaked at 24.88 in December 2025, and finished dramatically lower at 5.61 in July 2026. Across the period the median Wine & Spirits CPM averaged roughly 15.95 — contrast that with the baseline global CPM average of about 20.59. The high/low spread is wide: the December peak (≈24.88) sits nearly 4.44× the July 2026 low (≈5.61). From the first month to the last the category declined about 43%.

Monthly movement was material. After a steady climb from 9.81 → 24.88 (Jul → Dec 2025), the series retraced into the new year (Dec → Feb), rebounded in March and June (≈18.50 and 22.53), then collapsed to the year’s low in July 2026. Volatility was meaningful: the Wine & Spirits series has a monthly standard deviation near $5.18 (coefficient of variation ≈32%), substantially noisier than the global baseline (SD ≈ $2.15, CV ≈10%).

Seasonal and monthly dynamics

Seasonally, Wine & Spirits shows a pronounced late‑year lift: November–December is the standout window, with the highest median in December (≈24.88). Q4 competition and holiday demand are visible as a spike in CPMs, followed by a typical early‑Q1 softening (December → February) and intermittent rebounds in March and early summer. The dataset also records an unusual end‑point trough in July 2026, well below typical late‑summer levels from the prior year.

Compared with the baseline, the global pattern is steadier — baseline CPMs rise modestly into Q4 and remain elevated through spring. Wine & Spirits oscillates more: strong Q4 and June peaks, deeper troughs in late winter and the anomalous July 2026 collapse.

Country vs. Global

On balance, Wine and Spirits was below the global CPM benchmark for most months — on average ~22.5% under the global CPM. Month‑level gaps ranged widely: several months were roughly 25–50% below global (e.g., Jul–Sep 2025), November and April showed narrower gaps, and December 2025 was the one month where Wine & Spirits exceeded the global median by about 23%. At its narrowest relative position Wine & Spirits was roughly 3–4% above the global figure (January 2026); at its widest it sat about 66% below the baseline (July 2026). Overall, Wine & Spirits CPMs were more volatile and more event‑driven than the smoother global CPM trend.

Understanding Facebook Ads CPM analysis and broader Facebook Ads benchmarks for Wine and Spirits across All countries available provides a clear view of how industry ad performance and country‑specific ad costs move against global patterns.