Setting and Changing the Column Collation in SQL SERVER Database

You can override the database collation for char, varchar, text, nchar, nvarchar, and ntext data by specifying a different collation for a specific column of a table and using one of the following:

The COLLATE clause of CREATE TABLE and ALTER TABLE. For example:

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CREATE TABLE MyTable
  (PrimaryKey   int PRIMARY KEY,
   CharCol      varchar(10) COLLATE French_CI_AS NOT NULL
  )
GO
ALTER TABLE MyTable ALTER COLUMN CharCol
            varchar(10)COLLATE Latin1_General_CI_AS NOT NULL
GO
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Source : http://msdn.microsoft.com/en-us/library/ms190920.aspx