This looks hand lettered, and if it was made anytime before 1960 it probably was. Some of these fonts get close.

You also might like De Soto.

Here's a long video tutorial of how Jeff Finley did this lettering. I don't have time to watch it myself but from his description it sounds as if it is manipulated type rather than 100% custom.

Ivory.

http://new.myfonts.com/fonts/facetype/ivory/

Winner is Jan!

Oops, I’ve forgotten Ivory, though I have it. Good work, Jan!