Holy City Brewing is a microbrewery in Charleston, South Carolina. This is one of their beer labels.
And this is Paul Roof, who until recently worked as an associate professor of sociology at a Christian liberal arts college in North Charleston.
Charleston Southern University apparently told Dr. Roof that appearing on a beer can was "not representative of a Christian environment" and they fired him.
He claims that the picture, which was taken at a beard competition, was used without his knowledge and without compensation. However, Dr. Roof has a longstanding relationship with the beer brand. According to live5news, he founded the Holy City Beard and Moustache Society in 2007, with Holy City Brewing as a name sponsor. Charleston Southern was aware of his relationship with the company, but didn't have an issue with it until now.
The professor told NBC, "I was told that it was not representative of a Christian environment. And for me a Christian environment entails two things: looking out for other people and forgiveness of others who've transgressed you."