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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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	June 24, 2016
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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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	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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	&nbsp;
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___________<BR>
	(Zip Code)
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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;5.02 Departure of Certain Officers; Election of Directors; Appointment of Certain
Officers; Compensatory Arrangements of Certain Officers.</B>
</FONT>

<P align="left" style="font-size: 11pt; text-indent: 4%">On June&nbsp;24, 2016, the Company issued a press release announcing that Jonathan N. Potter will
join the Company as Chief Marketing Officer in August. Mr.&nbsp;Potter will report to Chief Executive
Officer Martin F. Roper and will have primary responsibility for overseeing the Company&#146;s planning,
development and execution of its brand development, marketing and advertising initiatives. He will
lead brand innovation and management, public relations, research and strategy, media and sales
support for the Company.


<P align="left" style="font-size: 11pt; text-indent: 4%">Mr.&nbsp;Potter, 52, comes to the Company with a strong background in the alcohol beverage
business. From 1997 through 2010, he held a number of positions around the globe with Diageo,
finishing his career there as CMO for Diageo North America headquartered in New York City. He was
Senior Partner and CMO of McKinney Rogers International (USA), Inc., also headquartered in New York
City, from 2010 to 2012. In 2012, Mr.&nbsp;Potter joined Moet Hennessy USA (MH), headquartered in New
York City, as its Chief Marketing Officer and Executive Vice President for all brands, and in 2016
he was appointed the Managing Director of its Chandon division, located in California&#146;s Napa
Valley.


<P align="left" style="font-size: 11pt; text-indent: 4%">Mr.&nbsp;Potter&#146;s annual salary will be $475,000, with his bonus potential determined by the
Company&#146;s performance against its &#147;Goals&#148; in accordance with its bonus &#147;Scale&#148;, both of which are
described in the Compensation Discussion and Analysis section of the Company&#146;s Proxy Statement on
Schedule&nbsp;14A filed with the SEC on April&nbsp;13, 2016. If the Company achieves the 100% payout level
on the Scale, Mr.&nbsp;Potter&#146;s bonus will be 50% of his base salary. In March&nbsp;2017, Mr.&nbsp;Potter will
also be paid a hiring bonus of $250,000, repayable on a prorated basis should he resign from the
Company within 12&nbsp;months following such payment.


<P align="left" style="font-size: 11pt; text-indent: 4%">Additionally, the Company will grant Mr.&nbsp;Potter an option (the &#147;Option&#148;) to purchase shares of
the Company&#146;s Class&nbsp;A Common Stock (&#147;Class&nbsp;A Shares&#148;) valued at approximately $2.75&nbsp;million. The
Option will be granted during the open window period following the Company&#146;s next earnings release
(the &#147;Grant Date&#148;) after he joins the Company. The number of shares will be determined on the
Grant Date based on the market price of the Class&nbsp;A Shares on the day prior to the Grant Date (the
&#147;Closing Price&#148;), and the per share exercise price will be the Closing Price. The Option will be
contingent upon Mr.&nbsp;Potter&#146;s continued employment with the Company, with 20% of the shares vesting
on the anniversary of the Grant Date in each of the years 2019 through 2023, subject to accelerated
vesting upon the occurrence of certain specified events.


<P align="left" style="font-size: 11pt; text-indent: 4%">The Company will also grant Mr.&nbsp;Potter a restricted stock award for a number of Class&nbsp;A Shares
on the Grant Date valued at approximately $600,000. The number of shares will be determined on the
Grant Date based on the Closing Price. The restricted stock award will be contingent upon Mr.
Potter&#146;s continued employment with the Company, with one-third of the shares vesting on the
anniversary of the Grant Date in each of the years 2017 through 2019, subject to accelerated
vesting upon the occurrence of certain specified events.


<P align="left" style="font-size: 11pt; text-indent: 4%">Mr.&nbsp;Potter has no familial or other material relationship with the Company, either directly or
as a partner, shareholder, or officer of an organization that has a relationship with the Company.


<P align="left" style="font-size: 11pt; text-indent: 4%">The Company&#146;s press release is attached hereto as Exhibit&nbsp;99.1 and is incorporated herein by
reference.



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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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<I>
	June 24, 2016
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	By:
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	/s/ Martin F. Roper
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	Name: Martin F. Roper
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	Title: Chief Executive Officer
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	Exhibit&nbsp;Index
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	Exhibit No.
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	Description
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	99.1
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	&nbsp;
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Press Release of The Boston Beer Company, Inc. dated June 24, 2016
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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):
June 24, 2016
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 5.02 Departure of Certain Officers; Election of Directors; Appointment of Certain
Officers; Compensatory Arrangements of Certain Officers.
On June 24, 2016, the Company issued a press release announcing that Jonathan N. Potter will
join the Company as Chief Marketing Officer in August. Mr. Potter will report to Chief Executive
Officer Martin F. Roper and will have primary responsibility for overseeing the Company's planning,
development and execution of its brand development, marketing and advertising initiatives. He will
lead brand innovation and management, public relations, research and strategy, media and sales
support for the Company.
Mr. Potter, 52, comes to the Company with a strong background in the alcohol beverage
business. From 1997 through 2010, he held a number of positions around the globe with Diageo,
finishing his career there as CMO for Diageo North America headquartered in New York City. He was
Senior Partner and CMO of McKinney Rogers International (USA), Inc., also headquartered in New York
City, from 2010 to 2012. In 2012, Mr. Potter joined Moet Hennessy USA (MH), headquartered in New
York City, as its Chief Marketing Officer and Executive Vice President for all brands, and in 2016
he was appointed the Managing Director of its Chandon division, located in California's Napa
Valley.
Mr. Potter's annual salary will be $475,000, with his bonus potential determined by the
Company's performance against its "Goals" in accordance with its bonus "Scale", both of which are
described in the Compensation Discussion and Analysis section of the Company's Proxy Statement on
Schedule 14A filed with the SEC on April 13, 2016. If the Company achieves the 100% payout level
on the Scale, Mr. Potter's bonus will be 50% of his base salary. In March 2017, Mr. Potter will
also be paid a hiring bonus of $250,000, repayable on a prorated basis should he resign from the
Company within 12 months following such payment.
Additionally, the Company will grant Mr. Potter an option (the "Option") to purchase shares of
the Company's Class A Common Stock ("Class A Shares") valued at approximately $2.75 million. The
Option will be granted during the open window period following the Company's next earnings release
(the "Grant Date") after he joins the Company. The number of shares will be determined on the
Grant Date based on the market price of the Class A Shares on the day prior to the Grant Date (the
"Closing Price"), and the per share exercise price will be the Closing Price. The Option will be
contingent upon Mr. Potter's continued employment with the Company, with 20% of the shares vesting
on the anniversary of the Grant Date in each of the years 2019 through 2023, subject to accelerated
vesting upon the occurrence of certain specified events.
The Company will also grant Mr. Potter a restricted stock award for a number of Class A Shares
on the Grant Date valued at approximately $600,000. The number of shares will be determined on the
Grant Date based on the Closing Price. The restricted stock award will be contingent upon Mr.
Potter's continued employment with the Company, with one-third of the shares vesting on the
anniversary of the Grant Date in each of the years 2017 through 2019, subject to accelerated
vesting upon the occurrence of certain specified events.
Mr. Potter has no familial or other material relationship with the Company, either directly or
as a partner, shareholder, or officer of an organization that has a relationship with the Company.
The Company's press release is attached hereto as Exhibit 99.1 and is incorporated herein by
reference.
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.
June 24, 2016
By:
/s/ Martin F. Roper
Name: Martin F. Roper
Title: Chief Executive Officer
Top of the Form
Exhibit Index
Exhibit No.
Description
99.1
Press Release of The Boston Beer Company, Inc. dated June 24, 2016