The Briand trading house was founded in 1835. After the Franco-Prussian War of 1870, George Briand, who had taken over from his father, took Edgar Boutillier as a partner and the house traded under the name Boutillier, Briand et Cie. A second distillery, the first one in Cognac to use steam, opened in 1881. In 1902 George Briand, like many owners of trading houses before and after him, was elected mayor of Cognac, a position he kept for ten years. Edgar Boutillier died in 1918 and his son Jean inherited his shares. In 1920 George Briand retired and left the trading house in the hands of Jean Boutillier and a new partner, Robert de Laurière. Following his death two years later, the name was changed to Boutillier et de Laurière before becoming in the late 1960s de Laurière et Cie. The Briand brand was kept and developed. With vineyards in Archiac (Petite Champagne), St-Même, St-Preuil, and Segonzac (Grande Champagne), de Laurière et Cie was an important trading house but in 1983 it went bankrupt. De Laurière et Cie was bought by Jules Robin, a subsidiary since 1964 of Martell, one of Cognac's largest trading houses. In 1988 Martell reorganized its portfolio and the subsidiary Augier Robin Briand was created. Incidentally the small modern billboard carries an ad for Martell.
de Laurière et Co.
Of course in French 'Briand' and 'brillant' (meaning both 'brilliant' and 'diamond') are pronounced the same way.
You can see two poster for Cognac Briand by clicking here and here.
A wide range of labels for Briand (towards the bottom of the page) and Boutillier Briand (first two rows) can be seen by clicking on the names.
There was another advert on this wall, in a lozenge, but I can't decipher it.
Location: Rue Claude Boucher, Cognac, Charente / Picture taken on: 03/06/2010