(Courtesy Bud Light / X)

The beer biz never sleeps at American Craft Beer. And here’s just some of what’s been happening in the beer world while you were enjoying the weekend.

Bud Light Turns NFL Fines Into Beer Promotion

The NFL has been cracking down on players for beer-drinking celebrations, and its official beer sponsor has found a way to turn those fines into a promotion.

Bud Light has launched a “Celly Jar” worth $37,384, the exact combined amount the NFL fined three players for Week 2 celebrations that mimicked drinking a beer. San Francisco 49ers fullback Kyle Juszczyk was fined $14,926, Dallas Cowboys tight end Jake Ferguson $13,611 and Indianapolis Colts guard Matt Goncalves $8,847.

The league deemed the celebrations, which featured players guzzling phantom beers, “offensive demonstrations” that could be considered in “poor taste.” All three players are reportedly planning to appeal their fines. Juszczyk argues that his celebration wasn’t about beer at all, but a reference to his longtime “Juice” nickname.

Bud Light responded by putting the same $37,384 into its Celly Jar promotion, with fans able to claim $10 toward a Bud Light 12-pack or larger while the money lasts.

“Why $37,384?” the brand explained. “Seemed like a fine amount.”

Words To Drink By

“And mark my words, AI is far more dangerous than nukes. Far. So why do we have no regulatory oversight? This is insane.” Elon Musk @ SXSW, 2018

Oregon’s Oakshire Brewing Ends 20 Year Run

Another longtime Oregon craft brewery is calling it a day.

Oakshire Brewing, which has been brewing beer in Eugene since 2006, announced on September 25 that it will permanently close its brewery and all three of its Oregon taprooms after 20 years in business.

Founder Jeff Althouse cited years of rising operating costs, increasing competition, the financial damage left by the pandemic and changing consumer habits as reasons for the decision.

“We worked hard to adapt, but we can’t continue operating Oakshire as a whole,” the brewery said in announcing the closure.

Oakshire Commons in Springfield will serve its final customers on September 27, followed by the brewery’s Northeast Portland Beer Hall on September 30. A closing date for its Eugene Public House has not yet been finalized.

Over its two decades, Oakshire built a loyal following in Oregon with beers such as Watershed IPA and Overcast Espresso Stout, the latter earning the brewery national recognition at the Great American Beer Festival.

The brewery will continue packaging beer currently in its tanks, and Oakshire’s planned 20th anniversary celebration on October 3 will now also serve as its going-away party.

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