In online liquor stores in 2014, a handle (or 1.75 liter bottle) of Jack Daniel's Old No. 7 Sour Mash Tennessee Whiskey costs between $33 and $40, as does a bottle of Jack Daniel's Tennessee Honey Liqueur. Specialty versions of Jack Daniel's whiskies cost more than Old No. 7.
Jack Daniel's entered the white whiskey market in 2013 and charges more per bottle for this clear version of whiskey. Jack Daniel's closest competitor, Jim Beam, matches products to Jack Daniel's in each category, but their Kentucky Bourbon costs more than Jack Daniel's Tennessee Whiskey by $5 to $15 per bottle depending on the size and style of beverage.