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CRU, GLUE, and Status: How Wine Labels Helped Ennoble Bordeaux

Multimodality, Meaning, and Institutions

ISBN: 978-1-78743-332-8, eISBN: 978-1-78743-331-1

ISSN: 0733-558X

Publication date: 30 November 2017


We analyze how institutional persistence unfolds. Building on an historical analysis of 3,307 bottle labels in the Bordeaux wine community, France, between 1924 and 2005, we find that the persistence of a chateau tradition requires considerable effort at maintenance. Instead of greater compression and taken-for-grantedness, we propose that expansion along multimodal carriers provides a marker of a deepening institutionalization. We underscore the role of community organizations in enabling a wine tradition to persist. The implications of our findings for institutional theory and multimodality research are discussed.




We are grateful to the estate owners, who allowed us to use the photographs of their labels and bottles. We also thank the editors, Markus Höllerer, Thibault Daudigeos, and Dennis Jancsary, an anonymous reviewer, Ida Berger, Bernard Forgues, Ann Langley, Liane Lefsrud, Renate Meyer, Davide Ravasi, Tal Simons, and the participants at the 2016 Multimodality workshop at CBS in Copenhagen and the 2017 NIW workshop at Hebrew University in Jerusalem for their valuable comments. We are grateful to Eloise Germain for her research assistance.


Croidieu, G., Soppe, B. and Powell, W.W. (2017), "CRU, GLUE, and Status: How Wine Labels Helped Ennoble Bordeaux", Höllerer, M.A., Daudigeos, T. and Jancsary, D. (Ed.) Multimodality, Meaning, and Institutions (Research in the Sociology of Organizations, Vol. 54B), Emerald Publishing Limited, Bingley, pp. 37-69.



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