BOSTON BEER CO INC — Director's Dealing 2012

Aug 21, 2012

SEC Form 4 — Statement of Changes in Beneficial Ownership

Issuer: BOSTON BEER CO INC (SAM)
CIK: 0000949870
Period of Report: 2012-08-17

Reporting Person: URICH WILLIAM F (Chief Financial Officer)

Non-Derivative Transactions

Date	Security	Code	Shares	Price	A/D	Holdings After	Ownership
2012-08-17	Class A Common	M	4000	$18.00	Acquired	6239	Direct
2012-08-17	Class A Common	S	1400	$107.8477	Disposed	4839	Direct
2012-08-17	Class A Common	S	2400	$109.0432	Disposed	2439	Direct
2012-08-17	Class A Common	S	200	$109.565	Disposed	2239	Direct

Derivative Transactions

Date	Security	Exercise Price	Code	Shares	A/D	Expiration	Underlying	Ownership
2012-08-17	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 1,400 shares is from $107.46 to $108.15.

F2: The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 2,400 shares is from $108.51 to $109.50.

F3: The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 200 shares is from $109.56 to $109.57.

F4: 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.

F5: The option vested in five equal annual installments beginning on September 8, 2004, fully vesting on September 8, 2008.