Through the opposition between eros and agape, this article analyzes imaginaries outside religious studies. By exploring the rich universe of images surrounding these two concepts, we create an epistemological and heuristic path to grasp a societal phenomenon. How do the myths of Dionysus, Ariadne, and Prometheus structure imaginaries based on this opposition? And how can adherence to these imaginaries explain wine practices and rituals in Brazil? This illustration aims to demonstrate the fruitfulness of the approach: by adopting an approach from the studies of the imaginary and by conducting empirical work with consumers, we wish to enrich the discussion on eros and agape as representations rather than concepts. By updating them in a specific context, hedonism and wine aesthetics in Brazil, we highlight the power of these two definitions of love to explain societal practices within Brazilian cultural studies.