SANTA CLARA — The NFL has told 49ers fullback Kyle Juszczyk to put his touchdown celebration on ice because, the league said, it too closely resembles slamming down an adult beverage.
Juszczyk will appeal that $14,926 fine, as well as $20,033 he got docked for leading with his helmet on a block in the 49ers’ season-opening win over the Los Angeles Rams.
“I don’t know how else to say it: I wasn’t drinking beer in my celebration,” Juszczyk said at his locker after Thursday’s practice. “You guys all know my nickname is, ‘Juice.’ I have ‘Juice’ on my pads. The stadium yells ‘Juice’ when I catch the ball.
“When I celebrate, I celebrate by drinking juice, and it’s been that way for years,” Juszczyk added. ” So I was as surprised as anybody when I got a fine this past week.”
The NFL, according to ESPN’s Adam Schefter, told Juszczyk that he violated Rule 12, Section 3, Article 1, when he did an “imitation of chugging a beer” after catching Brock Purdy’s third touchdown pass in the 49ers’ win last Sunday over the Dolphins.
SANTA CLARA, CALIFORNIA – SEPTEMBER 20: Kyle Juszczyk #44 of the San Francisco 49ers celebrates after his receiving touchdown against the Miami Dolphins in the third quarter of a game at Levi’s Stadium on September 20, 2026 in Santa Clara, California. (Photo by Ezra Shaw/Getty Images)
Juszczyk, whose nickname is “Juice”, has celebrated in that fashion throughout his 10-year 49ers career and never had been fined, explaining that he’s drinking his juice with the motion.
“Whoever did (the discipline) must be new in the league office and have not watched him the last 12 years of his career. It’s pretty ridiculous,” left tackle Trent Williams said.
Added quarterback Brock Purdy: “I’ve seen him do that for five years so I’m a little confused by his punishment.”
Juszczyk noted he does not even drink beer, although the 10-time Pro Bowl fullback is now hereby nicknamed “Beer,” teammate George Kittle said.
Kittle posted an altered photo of Juszczyk in a pool with a photoshopped beer in his hand and wrote, “He can’t be stopped!! This is before practice! Are you kidding me” and then replied to his own tweet with, “@NFL this guy is a menace”
Juszczyk said he has a video-conference hearing set for next Tuesday to appeal his two fines. He said he heard the NFL cracked down on six other player celebrations this past weekend. Players around the league were perplexed by such a sting operation.
Former Houston Texans star J.J. Watt wrote on X, “I’m just going to go out on a limb here… For a guy whose nickname is Juice, could it not be “reasonably construed” that he is drinking… stay with me here… Juice?”
Bengals wide receiver Ja’Marr Chase said: “This is where the superstars have to get in with the NFLPA and fight for our money, because if he’s getting fined for doing a drinking gesture, a ‘juice’ gesture, I mean … We can complain or even Tweet about it, because we get fined. Players have to keep their mouths shut and deal with it.”
The NFL obviously has multiple endorsement deals and collaborations with the adult beverage industry. But in announcing the fine, Shefter reported, it wrote that, “Your imitation of chugging a beer constituted an offensive demonstration and could reasonably be construed as being in poor taste.” The letter also reportedly said “players are expected to conduct themselves in a manner that reflects positively on the game and is consistent with NFL standards of sportsmanship.”
Juszczyk, whose post-TD gesture and subsequent fallout marks the biggest “scandal” of his 14-year NFL career, was also put on notice that any further air chugging (beer, juice or anything else) could lead to a suspension.
Juszczyk was also fined after the 49ers’ the Week 1 victory over the Los Angeles Rams in Australia, a $20,033 penalty for “impermissible use of the helmet” during the game.