BOSTON BEER CO INC — Director's Dealing 2017

Jan 5, 2017

SEC Form 4 — Statement of Changes in Beneficial Ownership

Issuer: BOSTON BEER CO INC (SAM)
CIK: 0000949870
Period of Report: 2017-01-04

Reporting Person: Geist John C (Chief Sales Officer)

Non-Derivative Transactions

Date	Security	Code	Shares	Price	A/D	Holdings After	Ownership
2017-01-04	Class A Common	M	8000	$95.09	Acquired	8268	Direct
2017-01-04	Class A Common	S	3155	$172.44	Disposed	5113	Direct
2017-01-04	Class A Common	S	2456	$173.67	Disposed	2657	Direct
2017-01-04	Class A Common	S	1614	$174.66	Disposed	1043	Direct
2017-01-04	Class A Common	S	775	$175.27	Disposed	268	Direct

Derivative Transactions

Date	Security	Exercise Price	Code	Shares	A/D	Expiration	Underlying	Ownership
2017-01-04	Class A Common Stock Option	$95.09	M	8000	Disposed	2020-12-31	Class A Common (80000)	Direct

Footnotes

F1: The transactions reported in this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on November 7, 2016.

F2: The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 3,155 shares is from $171.95 to $172.85. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.

F3: The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 2,456 shares is from $173.15 to $174.00. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.

F4: The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 1,614 shares is from $174.15 to $175.00. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.

F5: The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 775 shares is from $175.15 to $175.50. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.

F6: The shares reported include 268 shares of restricted stock subject to vesting conditions.

F7: The option vests in five annual installments, on January 1 in the years 2016 to 2020, provided that the Reporting Person remains employed by the Company on the applicable vesting dates.