BOSTON BEER CO INC — Director's Dealing 2012

Jan 9, 2012

SEC Form 4 — Statement of Changes in Beneficial Ownership

Issuer: BOSTON BEER CO INC (SAM)
CIK: 0000949870
Period of Report: 2012-01-06

Reporting Person: URICH WILLIAM F (Chief Financial Officer)

Non-Derivative Transactions

Date	Security	Code	Shares	Price	A/D	Holdings After	Ownership
2012-01-06	Class A Common	M	3000	$15.835	Acquired	5239	Direct
2012-01-06	Class A Common	S	700	$101.74	Disposed	4539	Direct
2012-01-06	Class A Common	S	2000	$102.80	Disposed	2539	Direct
2012-01-06	Class A Common	S	300	$103.75	Disposed	2239	Direct

Derivative Transactions

Date	Security	Exercise Price	Code	Shares	A/D	Expiration	Underlying	Ownership
2012-01-06	Stock Option (Right to Buy)	$15.835	M	3000	Disposed	2013-09-08	Class A Common (125000)	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 700 shares is from $101.29 to $102.06.

F2: The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 2,000 shares is from $102.35 to $103.83.

F3: The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 300 shares is from $103.71 to $103.83.

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.