“BRAND” is Helvetica. Other than that, I believe the whole thing was hand-lettered.

FYI, this is an old design and such things were routinely done by hand because of the limitations of metal type. You may find some fonts similar to the letterforms on this label, but it’s unlikely you will find any exact matches (unless a Jack Daniel’s fan has created fonts based on the label lettering).

That was discussed at this Board in 2003 (see thread here) with no solution, and Google found several other failed attempts at getting an ID for this. I think this is either an antique typeface or custom work (or both), and your best chance would be to approximate it or draw it yourself, because even if a typeface was used for the original, it has not apparently been digitized.

FF Jackie was based on that ‘Tennessee’ lettering, IIRC.

Eduardo, that’s a good call. Looks like the alternate face provides the ‘s’, but the ‘T’ doesn’t seem to match in the Swash face. See the MyFonts samples of the word ‘Tennessee’.

The T looks like Peregroy from Jukebox, but the ‘e’s are all wrong.

Whiskey looks like a bold ITC Korinna, but i haven

Korinna’s serifs are more slabbish — not rounded like the example. Korinna’s W is missing the serifs on the baseline and the S is quite different.
This is a hard one. My first thought was Goudy, but that’s also way off.. <sigh>

http://www.jackdaniels.com/stories.asp

Established in 1866 a wee bit before digital type.