All of this is made possible by Diageo's US distribution network, which dwarfs that of Allied. There is no easy way for Allied to narrow the gap. Building world-class spirits brands takes years. Allied's response may be to do a deal, as its listing in the US - where some potential merger candidates are located - might suggest. Here again, investors have concerns. Allied has splurged on assets in the wine business, but these have proved costly for shareholders and are some four years away from meeting their cost of capital.