Sip Slow, Live Big: Chuck Swaney’s Second Act in Whiskey and Country Radio
Most of us have one specific type of booze that we won’t touch after a particularly ill-fated night, and Chuck Swaney didn’t drink bourbon for about 30 years after one such evening. That is, until Eric Church handed him some Jack Daniels Single Barrel and demanded that he learn how to drink it the right way - out of a proper glass, with the right ice, and slowly - no shots. And that one lesson led him to a side hustle that clearly brings him a lot of joy, which comes across in this episode of Southern Character.
Blending a career in country radio promotions and what started as a hobby interest in whiskey, Chuck started a business to bring the two worlds together - by creating a direct-to-you bourbon experience, focusing on creating equal, communal experiences, one pour at a time. Chuck is proof that it’s never too late to start something new - and pour it up neat, if you like it that way.
From Pop Music to Country Radio
Chuck’s story starts in the suburbs of Detroit, with a long career in pop promotion that has rooted him in music. But when shifts in the industry started pulling people to cities like New York and Chicago, Chuck made a different choice. His wife is from Kentucky, but his children resisted the move initially when he set his sights on Nashville, which was not quite the Music City it is today just yet.
Fifteen years later, Chuck is the head of country promotion at Red Light Management, a role that touches everything from artist marketing and ticketing to maximizing exposure at country radio. Before Red Light, he even spent time heading up Zach Brown’s promotional efforts until Zach decided he wanted to get back to just being a musician. The decision to move to Nashville and his exposure to the culture surrounding country music is part of the reason he’s as successful as he is now, both on the music side of his career and in following his passion for whiskey.
The Retirement Reframe
At 64, Chuck is clear: this isn’t a retirement gig, it’s a new beginning. After losing more than 80 pounds, walking daily, and overhauling his lifestyle, he’s looking to create something joyful, sustainable, and approachable with his whiskey education services. His tastings are a chance to teach, connect, and create community.
Bourbon as a Calling
During the COVID lockdown, Chuck earned his Executive Bourbon Steward certification through Louisville’s Stave & Thief Society. He followed that with a course from the World Whiskey Society in 2024, allowing him to teach others about the drink and how to enjoy it properly, in much the same way that Eric Church once taught him.
He’s quick to break down bourbon basics: it has to be made in the U.S., be at least 51% corn, and aged in new white oak barrels. “All bourbon is whiskey, but not all whiskey is bourbon,” he says, dispelling the misconception that bourbon has to be made in Bourbon County, Kentucky. It can be made anywhere as long as it’s made properly. As tastes go, age and proof come down to preference, but for Chuck, the sweet spot is a six- to 12-year-old pour. He also teaches us about allocated bottles and what going to one of his events is like.
Chuck has since turned his whiskey know-how into a personalized tasting service for the Nashville area, bringing curated bottles, education, and even Glencairn glasses directly to clients’ homes or events. He offers three tiers—novice, standard, and elite—with rare, allocated bottles included in the upper levels, meaning that supply can’t meet demand given how long it needs to be aged.
While he occasionally hosts tastings for groups of 30 or more, Chuck says he prefers intimate gatherings of four to six. “Whiskey is a community,” he says. “Everyone is equal at the table.”
Chief’s on Broadway, Rodney Scott BBQ & the Perfect Pairing
Once a month, Chuck brings that community spirit to Chief’s, a Nashville bar owned by Eric Church, where he pairs rare bourbon selections with a rotating menu from Rodney Scott’s Whole Hog BBQ. His next event is Friday May 16th and features a five-course dinner expertly paired with a selection of premium Jim Beam whiskeys. You can purchase tickets at the link below.
A Collection Meant to Be Shared
Chuck’s personal whiskey collection is nothing short of impressive, spanning top shelves, cabinets, and even a “man cave” with prized bottles like the BTAC William Larue Weller and Van Winkle Rye 13. Though he’s hesitant to open them, his new venture gives him a great reason to share some of the good stuff.
Whether you’re bourbon-curious or just love a good story, Chuck Swaney is proof that it’s never too late to find your flavor—or your purpose. For more conversations like this one, head to Southern Character and follow along wherever you get your podcasts.