BOSTON BEER CO INC — Director's Dealing 2012

Nov 7, 2012

SEC Form 4 — Statement of Changes in Beneficial Ownership

Issuer: BOSTON BEER CO INC (SAM)
CIK: 0000949870
Period of Report: 2012-11-05

Reporting Person: URICH WILLIAM F (Chief Financial Officer)

Non-Derivative Transactions

Date	Security	Code	Shares	Price	A/D	Holdings After	Ownership
2012-11-05	Class A Common	M	4000	$18.00	Acquired	6239	Direct
2012-11-05	Class A Common	S	100	$115.00	Disposed	6139	Direct
2012-11-05	Class A Common	S	990	$116.8261	Disposed	5149	Direct
2012-11-05	Class A Common	S	2910	$117.7733	Disposed	2239	Direct

Derivative Transactions

Date	Security	Exercise Price	Code	Shares	A/D	Expiration	Underlying	Ownership
2012-11-05	Stock Option (Right to Buy)	$18.00	M	4000	Disposed	2013-09-08	Class A Common (4000)	Direct

Footnotes

F1: The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 990 shares is from $116.46 to $117.40.

F2: The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 2,910 shares is from $117.47 to $117.97.

F3: The filer will provide, upon request from the staff of the Securities and Exchange Commission, the Registrant or a shareholder of the Registrant, full information regarding the number of shares sold at each separate price.

F4: The option vested in five equal annual installments beginning on September 8, 2004, fully vesting on September 8, 2008.