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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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	May 12, 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>
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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
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	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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Indicate by check mark whether the registrant is an emerging growth company as defined in Rule 405 of the Securities Act of 1933 (&#167;230.405 of this chapter) or Rule 12b-2 of the Securities Exchange Act of 1934 (&#167;240.12b-2 of this chapter).</FONT>
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Emerging growth company [&nbsp;&nbsp;]<br>
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If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act. [&nbsp;&nbsp;]<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 May&nbsp;12, 2017, Vice President of Brewing David L. Grinnell 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. On that same date, an immediate family member of Mr.
Grinnell also entered into a Rule&nbsp;10b5-1 plan. The number of shares that may be sold pursuant to
these 10b5-1 plans is 4,825 shares. The purpose of each 10b5-1 plan is to provide liquidity and
investment diversification. Once executed, transactions under each 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 May&nbsp;12, 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 July&nbsp;3, 2017 and ending September&nbsp;29,
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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	May 15, 2017
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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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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):
May 12, 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))
Indicate by check mark whether the registrant is an emerging growth company as defined in Rule 405 of the Securities Act of 1933 (§230.405 of this chapter) or Rule 12b-2 of the Securities Exchange Act of 1934 (§240.12b-2 of this chapter).
Emerging growth company [  ]
If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act. [  ]
Top of the Form
Item 8.01 Other Events
On May 12, 2017, Vice President of Brewing David L. Grinnell 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. On that same date, an immediate family member of Mr.
Grinnell also entered into a Rule 10b5-1 plan. The number of shares that may be sold pursuant to
these 10b5-1 plans is 4,825 shares. The purpose of each 10b5-1 plan is to provide liquidity and
investment diversification. Once executed, transactions under each 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 May 12, 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 July 3, 2017 and ending September 29,
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.
May 15, 2017
By:
/s/ Martin F. Roper
Name: Martin F. Roper
Title: Chief Executive Officer