<?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/ownership" xmlns:com="http://www.sec.gov/edgar/common">
  <headerData>
    <submissionType>144</submissionType>
    <filerInfo>
      <filer>
        <filerCredentials>
          <cik>0001199207</cik>
          <ccc>XXXXXXXX</ccc>
        </filerCredentials>
      </filer>
      <liveTestFlag>LIVE</liveTestFlag>



    </filerInfo>
  </headerData>
  <formData>
    <issuerInfo>
      <issuerCik>0000949870</issuerCik>
      <issuerName>BOSTON BEER CO INC</issuerName>
      <secFileNumber>001-14092</secFileNumber>
      <issuerAddress>
        <com:street1>ONE DESIGN CENTER PLACE</com:street1>
        <com:street2>SUITE 850</com:street2>
        <com:city>BOSTON</com:city>
        <com:stateOrCountry>MA</com:stateOrCountry>
        <com:zipCode>02210</com:zipCode>
      </issuerAddress>
      <issuerContactPhone>617-368-5056</issuerContactPhone>
      <nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>VALETTE JEAN MICHEL</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
      <relationshipsToIssuer>
        <relationshipToIssuer>Director</relationshipToIssuer>
      </relationshipsToIssuer>
    </issuerInfo>
    <securitiesInformation>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <brokerOrMarketmakerDetails>
        <name>Wells Fargo Clearing Services</name>
        <address>
          <com:street1>1 N. Jefferson Ave.</com:street1>
          <com:city>St. Louis</com:city>
          <com:stateOrCountry>MO</com:stateOrCountry>
          <com:zipCode>63103</com:zipCode>
        </address>
      </brokerOrMarketmakerDetails>
      <noOfUnitsSold>3500</noOfUnitsSold>
      <aggregateMarketValue>799411.64</aggregateMarketValue>
      <noOfUnitsOutstanding>9175801</noOfUnitsOutstanding>
      <approxSaleDate>03/13/2025</approxSaleDate>
      <securitiesExchangeName>NYSE</securitiesExchangeName>
    </securitiesInformation>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>04/17/2006</acquiredDate>
      <natureOfAcquisitionTransaction>Stock Option Exercise</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>500</amountOfSecuritiesAcquired>
      <paymentDate>04/17/2006</paymentDate>
      <natureOfPayment>Cash</natureOfPayment>
    </securitiesToBeSold>
    <securitiesToBeSold>
      <securitiesClassTitle>Common</securitiesClassTitle>
      <acquiredDate>05/10/2006</acquiredDate>
      <natureOfAcquisitionTransaction>Stock Option Exercise</natureOfAcquisitionTransaction>
      <nameOfPersonfromWhomAcquired>Issuer</nameOfPersonfromWhomAcquired>
      <isGiftTransaction>N</isGiftTransaction>
      <amountOfSecuritiesAcquired>3000</amountOfSecuritiesAcquired>
      <paymentDate>05/10/2006</paymentDate>
      <natureOfPayment>Cash</natureOfPayment>
    </securitiesToBeSold>
    <nothingToReportFlagOnSecuritiesSoldInPast3Months>Y</nothingToReportFlagOnSecuritiesSoldInPast3Months>
    <remarks>Shares were sold by the Valette Family Revocable Trust. Jean-Michael Valette is a Trustee and a Director of the issuer.</remarks>
    <noticeSignature>
      <noticeDate>03/13/2025</noticeDate>
      <signature>JEAN MICHEL VALETTE</signature>
    </noticeSignature>
  </formData>
</edgarSubmission>
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144
0001199207
XXXXXXXX
LIVE
0000949870
BOSTON BEER CO INC
001-14092
ONE DESIGN CENTER PLACE
SUITE 850
BOSTON
MA
02210
617-368-5056
VALETTE JEAN MICHEL
Director
Common
Wells Fargo Clearing Services
1 N. Jefferson Ave.
St. Louis
MO
63103
3500
799411.64
9175801
03/13/2025
NYSE
Common
04/17/2006
Stock Option Exercise
Issuer
N
500
04/17/2006
Cash
Common
05/10/2006
Stock Option Exercise
Issuer
N
3000
05/10/2006
Cash
Y
Shares were sold by the Valette Family Revocable Trust. Jean-Michael Valette is a Trustee and a Director of the issuer.
03/13/2025
JEAN MICHEL VALETTE