NFL fines 49ers' Kyle Juszczyk for imitating 'chugging a beer'

SANTA CLARA, Calif. -- The NFL fined San Francisco 49ers fullback Kyle Juszczyk $14,926 on Thursday for "engaging in offensive demonstrations."

According to the league, Juszczyk violated Rule 12, Section 3, Article 1, when he did an "imitation of chugging a beer" with just under eight minutes left in the third quarter of the Niners' win against the Miami Dolphins. 

Juszczyk immediately pushed back against the fine on social media before holding a brief, three-minute media session at his locker following San Francisco's Thursday practice.

Before that began, Juszczyk took the time to place a jug labeled in big letters "Not Beer" and put one of his thigh pads, emblazoned with a juice box, on his locker as a backdrop for the interview.

"I don't know how else to say it," Juszczyk said. "I wasn't drinking beer in my celebration. I think 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. I was as surprised as anybody when I got a fine."

In its fine notice, the league said that "players are expected to conduct themselves in a manner that reflects positively on the game and is consistent with NFL standards of sportsmanship." It added that further offenses will result in an escalation of disciplinary action, up to and including suspension. 

Juszczyk has appealed the fine in conjunction with a previous appeal for a Week 1 fine of $20,033 for unnecessary roughness and leading with his helmet against the Los Angeles Rams. According to Juszczyk, the hearing for both fines will take place Tuesday in what he called a "doubleheader."

Niners coach Kyle Shanahan informed Juszczyk of the fine during practice on Wednesday afternoon. At the time, Juszczyk said he thought perhaps it was a prank.

"I thought maybe he was just messing with me, but it's real," Juszczyk said. "My hearing is on Tuesday and hopefully something changes."

Juszczyk said Shanahan and some of his teammates such as tight end George Kittle have had plenty of fun at his expense over the fine. Juszczyk said he doesn't even drink beer except "like five times a year in the offseason and it's usually with George because he peer pressures me."

Kittle joked Wednesday that the team plans to stop calling Juszczyk "Juice."

"Juice's new nickname is 'Beer' now," Kittle said. "That's his new thing. As a team, we voted on that today."

Indianapolis Colts guard Matt Goncalves also was fined $8,847 by the NFL for his imitation of chugging a beer on Sunday night against the Kansas City Chiefs. After Colts tight end Tyler Warren scored a touchdown in the first quarter, he gave the football to Goncalves, who pretended to pop off its top and celebrate.

Cincinnati Bengals wide receivers Ja'Marr Chase and Tee Higgins are also subject to fines for a celebration they have debuted this season. After big plays, the pair will rest their left hand beneath a bent right arm, which slowly unfurls into a first-down motion. Chase said it was something he and Higgins wanted to do ahead of this season and said it is homage to "The People's Elbow," a move popularized by WWE wrestler Dwayne "The Rock" Johnson.

Chase took exception to how it has been perceived by the public -- and the league.

"I can't say what something we made up and then everybody else saying what it is," he said Thursday. "I can't sit there and say that. Everybody is going to have their opinion of what it looks like and what it is."

Chase said he "would love" to appeal the fine doled out by the league.

The two-time All-Pro selection advocated for the league's superstars to work with the NFLPA and fight for the fines to either be rescinded or not enforced for celebrations.

"They're just stopping the fun," Chase said. "It is what it is."

ESPN's Ben Baby contributed to this report.