Wine is part of history, either as a product or as an iconic beverage. It has been the object of studies related to Greek mythology, to the culture of the peoples, to religious values and to contemporary behaviors. It takes a leading role in the history of agriculture, industry, commerce and medicine. It has its trajectory marked by paradoxes, being a product of nature or a product of society, being called the gift of the gods and the work of the devil. Its consumption behavior has stood out in academic and market studies. Considering the evolution and potential of the wine market in Brazil in the last 15 years, the importance of researching on its consumption behavior, specifically on its hedonic and utilitarian motivations, emerges. Therefore, a model was elaborated and tested in order to analyze the characteristics and the relations between these motivations. In this study, a survey was conducted with a sample of 228 wine consumers in Belo Horizonte, Brazil. The objective was to construct and validate an analytical model, in which two constructs were evaluated: the hedonic motivations and the utilitarian motivations of the wine consumption.