Facebook Ads CPM Benchmarks for Wine and Spirits

Introduction

Wine and Spirits CPMs across all countries moved in two distinct acts over the last 13 months: in line with the market through March, then sharply cheaper through mid‑year before rebuilding into Q4. Compared to the global all‑industry benchmark, the category consistently priced below average and swung more dramatically, with a notable spring drop and a pronounced late‑year rebound. 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

Starting at $20.91 CPM in November 2024 and ending at $18.72 in November 2025, Wine and Spirits finished the period down about 11% year over year, despite a strong Q4 uplift. The category averaged $13.86 CPM across the period, well below the global all‑industry average of $20.10.

The high came early (November 2024 at $20.91) with a near‑peak in March 2025 ($19.68). The low was pronounced: June 2025 fell to $6.30, marking a $14.62 range across the year. Month‑over‑month volatility averaged 2.81 points for Wine and Spirits—roughly double the global benchmark’s 1.39—highlighting bigger swings in impression costs for the category.

Key moves frame the narrative: a modest slide into December (−11%), steady lift through Q1 into March (+16% from January to March), then an abrupt break in April (−$10.80 vs. March). The summer trough held through July, followed by a stepwise rebuild in August and September and an October plateau. November 2025 then surged 54% month over month to $18.72, nearly tripling from the June low.

Seasonal and monthly dynamics

Seasonality shows up differently for Wine and Spirits versus the broader market. Q1 was stable to slightly improving (January $16.98, February $18.63, March $19.68). From April through July, CPMs softened substantially, averaging $7.85, before a gradual recovery across late summer and early fall (August $11.05, September $12.10, October $12.18). In Q4, the category rebounded—particularly in November—though the lift did not fully match the global surge typically seen during peak competition.

Wine and Spirits vs. Global

Across all countries, Wine and Spirits CPMs averaged 31% below the global benchmark. The gap narrowed to parity in late winter: February and March were slightly above market (+3–4%). It widened dramatically mid‑year, reaching its widest in June when Wine and Spirits CPMs trailed the global median by 68%. April–July CPMs averaged 59% under the global line; August–October were still 42% lower. By November 2025, the gap had closed to −24% ($18.72 vs. $24.72 globally).

The shape of the curves differs as well. Global CPMs were steadier, ranging from $17.80 to $24.72 and climbing 39% from January to November. Wine and Spirits was choppier: a modest Q1 rise, a −55% April reset, then a 198% climb from the June low into November.

Closing

This Facebook Ads benchmarks report provides a grounded CPM analysis for the Wine and Spirits industry across all countries. Understanding CPM trends—and how this category’s impression costs compare to the global benchmark—helps frame country‑specific ad costs and contextualize broader CPC trends and CTR performance patterns over the year.