BOSTON BEER CO INC — Director's Dealing 2012

Jan 5, 2012

SEC Form 4 — Statement of Changes in Beneficial Ownership

Issuer: BOSTON BEER CO INC (SAM)
CIK: 0000949870
Period of Report: 2012-01-03

Reporting Person: Geist John C (VP of Sales)

Non-Derivative Transactions

Date	Security	Code	Shares	Price	A/D	Holdings After	Ownership
2012-01-03	Class A Common	M	4000	$35.98	Acquired	4708	Direct
2012-01-03	Class A Common	M	3800	$46.60	Acquired	8508	Direct
2012-01-03	Class A Common	S	8508	$105.1748	Disposed	0	Direct

Derivative Transactions

Date	Security	Exercise Price	Code	Shares	A/D	Expiration	Underlying	Ownership
2012-01-03	Stock Option (Right to Buy)	$35.98	M	4000	Disposed	2012-01-01	Class A Common (20000)	Direct
2012-01-03	Stock Option (Right to Buy)	$46.60	M	3800	Disposed		Class A Common (19000)	Direct

Footnotes

F1: Of this option, the remaining 11,400 options shall vest 3,800 each on 1/1/2013, 1/1/2014 and 1/1/2015.