The US has long been perceived as the pot of gold at the end of the spirits rainbow. According to figures released by the country's Distilled Spirits Council (DISCUS), earlier this year, the share for spirits in 2014 rose to 35.2% - US$4.2bn - from 34.7% the prior year, marking the fifth consecutive year of growing market share. Despite the attractive figures, for some, finding the end of the rainbow has proved to be a challenge.