Kyle Juszczyk joined Jason and Travis Kelce on New Heights this week, coming on the heels of one of the more unusual stories of the NFL season: a $14,926 fine for his longtime “Juice” celebration.
The NFL fined Juszczyk after his celebration during the San Francisco 49ers’ win over the Miami Dolphins, determining that the gesture imitated chugging a beer. There was just one problem: it wasn’t supposed to be beer.
For years, Juszczyk has celebrated big plays by drinking juice, a nod to the “Juice” nickname that has followed him throughout his career in San Francisco.
“I wasn’t drinking beer in my celebration. My nickname is Juice. I have Juice on my pads. The stadium yells ‘Juice!’ when I catch the ball.”
Juszczyk even leaned into the situation by placing a bottle labeled “NOT BEER” in his locker before speaking with the media. Teammate George Kittle joined in on the fun, joking that the team had voted to change Juszczyk’s nickname from “Juice” to “Beer.”
Juszczyk has appealed the $14,926 fine.
Turning the Fine Into Official “Juice” Merch
The viral moment also inspired a new collection of official Kyle Juszczyk merchandise.
Playing off the celebration, the fine and the confusion over what exactly Juice was pretending to drink, the new designs put a Juszczyk spin on the story that took over the NFL conversation.
The collection includes designs inspired by the now-famous $14,926 fine and the simple message that started it all: NOT BEER.
For 49ers fans who have been yelling “Juuuuice” for years, there was never much confusion in the first place.
Shop the new Kyle Juszczyk collection and official Juice merch now.
