Who is Hooch Palmer aka Ulysses Brock from Red Prophet and what is their importance?

Hooch is a whiskey runner who sells his wares up and down the Hio River. His first name is a result of his stock in trade, and he wears it with pride. Hooch is also a spark. It's his knack, but it's kept in line by the mere fact that Hooch is afraid of fire. Hooch is a savvy businessman, if not somewhat underhanded. It isn't beyond him to make sure other whiskey runners got held up so that the folks at his destination are dry and eager to see him.