"Drink your wine with a merry heart, for God has already approved of what you do."

That's a bible quote that hasn't sunk in with Christian not-so-liberal arts college Charleston Southern University, who fired a professor last week for his admittedly epic facial hair situation and the resulting fame.

Dr. Paul Roof was an associate professor of sociology at the school for 15 years. He had his portrait shot at the 2013 Beard and Moustache National Championships last year, and the resulting image wound up being used as label art for a local beer company's commemorative brew, the Chucktown Follicle Brown.

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A statement on Roof's Facebook page attributed the beer brand's use of the peliferous portrait to his being canned.

Of course, the image of Roof with a cowboy hat, red suit, blue tinted glasses, and curling star-like facial hair is not indicative of how he shows up for school, it's simply the way he dressed for the contest. According to the Daily Mail, Roof was dismissed for not being "representative of a Christian environment." The school has chosen to ignore the fact that the beer was a tribute to the Holy City Beard & Moustache Society, a collective Roof founded that just last week delivered $6,000 to a local cancer charity.

Maybe Roof should have lent his image to a wine company instead.

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