Châteaux contre garages. Mouvements sociaux et identités collectives à Saint-Émilion

In this article, we examine the emergence of collective identities. Collective identities are depicted as a political project organized by some activists who take advantage of political opportunities to mobilize and challenge an established competitive order. Our case study focuses on an identity social movement, called the garage wine movement ? localized in Saint-Emilion in the Bordeaux wine region ? that challenges the châteaux as the dominating organizational form. We identify four processes leading to the emergence of the garagist identity : theorization, labelization, resonance and polarization. In the field of organization theory, this case study contributes to social movement and strategic group identity literatures.