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<TITLE> The Boston Beer Company, Inc. (Form: 8-K) </TITLE>
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		UNITED STATES<BR>
	SECURITIES AND EXCHANGE COMMISSION
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	WASHINGTON, D.C. 20549
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	FORM 8-K
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	CURRENT REPORT
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	Pursuant to Section&nbsp;13 or 15(d) of the Securities Exchange Act of 1934
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	Date of Report (Date of Earliest Event Reported):
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	March 10, 2017
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	The Boston Beer Company, Inc.
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<BR>__________________________________________<BR>
	(Exact name of registrant as specified in its charter)
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	Massachusetts
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	001-14092
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	04-3284048
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_____________________<BR>
	(State or other jurisdiction
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_____________<BR>
	(Commission
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______________<BR>
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	of incorporation)
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	File Number)
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	Identification No.)
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	One Design Center Place, Suite 850, Boston, Massachusetts
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	02210
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_________________________________<BR>
	(Address of principal executive offices)
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___________<BR>
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	Registrant&#146;s telephone number, including area code:
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	(617) 368-5000
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	Not Applicable
<BR>______________________________________________<BR>
	Former name or former address, if changed since last report
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	&nbsp;
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Check the appropriate box below if the Form 8-K filing is intended to
simultaneously satisfy the filing obligation of the registrant under any
of the following provisions:</FONT>
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[&nbsp;&nbsp;]&nbsp;&nbsp;Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425)<br>
[&nbsp;&nbsp;]&nbsp;&nbsp;Soliciting material pursuant to Rule 14a-12 under the Exchange Act (17 CFR 240.14a-12)<br>
[&nbsp;&nbsp;]&nbsp;&nbsp;Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d-2(b))<br>
[&nbsp;&nbsp;]&nbsp;&nbsp;Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c))<br>
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<P align="left" style="font-size: 10pt"><FONT style="font-size: 11pt"><B>Item&nbsp;8.01 Other Events</B>
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<P align="left" style="font-size: 11pt; text-indent: 4%">On March&nbsp;10, 2017, Chairman and Founder C. James Koch entered into an individual sales plan
pursuant to Rule&nbsp;10b5-1 of the Securities Exchange Act of 1934, as amended, for trading in shares
of the Company&#146;s Class&nbsp;A Common Stock. The number of shares that may be sold pursuant to this
10b5-1 plan is 75,000 shares. The purpose of the 10b5-1 plan is to provide liquidity and
investment diversification. Once executed, transactions under the 10b5-1 plan will be disclosed
publicly through Form&nbsp;4 and/or Form&nbsp;144 filings with the Securities and Exchange Commission to the
extent applicable.


<P align="left" style="font-size: 11pt; text-indent: 4%">On March&nbsp;10, 2017, the Company entered into a 10b5-1 plan to repurchase up to $45&nbsp;million of
the Company&#146;s Class&nbsp;A Common Stock during the period commencing April&nbsp;3, 2017 and ending June&nbsp;30,
2017.



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	SIGNATURES
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	Pursuant to the requirements of the Securities Exchange Act of 1934, the
	registrant has duly caused this report to be signed on its behalf by the
	undersigned hereunto duly authorized.
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	The Boston Beer Company, Inc.
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	March 15, 2017
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	By:
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	/s/ Frank H. Smalla
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	Name: Frank H. Smalla
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	Title: Chief Financial Officer
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{"company-data": {"conformed-name": "BOSTON BEER CO INC", "cik": "0000949870", "assigned-sic": "2082", "irs-number": "043284048", "state-of-incorporation": "MA", "fiscal-year-end": "1226"}, "filing-values": {"form-type": "8-K", "act": "34", "file-number": "001-14092", "film-number": "17691385"}, "business-address": {"street1": "ONE DESIGN CENTER PLACE", "street2": "SUITE 850", "city": "BOSTON", "state": "MA", "zip": "02210", "phone": "617-368-5056"}, "mail-address": {"street1": "ONE DESIGN CENTER PLACE", "street2": "SUITE 850", "city": "BOSTON", "state": "MA", "zip": "02210"}}
The Boston Beer Company, Inc. (Form: 8-K)
UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
WASHINGTON, D.C. 20549
FORM 8-K
CURRENT REPORT
Pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934
Date of Report (Date of Earliest Event Reported):
March 10, 2017
The Boston Beer Company, Inc.
__________________________________________
(Exact name of registrant as specified in its charter)
Massachusetts
001-14092
04-3284048
_____________________
(State or other jurisdiction
_____________
(Commission
______________
(I.R.S. Employer
of incorporation)
File Number)
Identification No.)
One Design Center Place, Suite 850, Boston, Massachusetts
02210
_________________________________
(Address of principal executive offices)
___________
(Zip Code)
Registrant's telephone number, including area code:
(617) 368-5000
Not Applicable
______________________________________________
Former name or former address, if changed since last report
Check the appropriate box below if the Form 8-K filing is intended to
simultaneously satisfy the filing obligation of the registrant under any
of the following provisions:
[  ]  Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425)
[  ]  Soliciting material pursuant to Rule 14a-12 under the Exchange Act (17 CFR 240.14a-12)
[  ]  Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d-2(b))
[  ]  Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c))
Top of the Form
Item 8.01 Other Events
On March 10, 2017, Chairman and Founder C. James Koch entered into an individual sales plan
pursuant to Rule 10b5-1 of the Securities Exchange Act of 1934, as amended, for trading in shares
of the Company's Class A Common Stock. The number of shares that may be sold pursuant to this
10b5-1 plan is 75,000 shares. The purpose of the 10b5-1 plan is to provide liquidity and
investment diversification. Once executed, transactions under the 10b5-1 plan will be disclosed
publicly through Form 4 and/or Form 144 filings with the Securities and Exchange Commission to the
extent applicable.
On March 10, 2017, the Company entered into a 10b5-1 plan to repurchase up to $45 million of
the Company's Class A Common Stock during the period commencing April 3, 2017 and ending June 30,
2017.
Top of the Form
SIGNATURES
Pursuant to the requirements of the Securities Exchange Act of 1934, the
	registrant has duly caused this report to be signed on its behalf by the
	undersigned hereunto duly authorized.
The Boston Beer Company, Inc.
March 15, 2017
By:
/s/ Frank H. Smalla
Name: Frank H. Smalla
Title: Chief Financial Officer