UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
Washington, DC 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 15, 2012

The Boston Beer Company, Inc.
(Exact name of registrant as specified in its charter)
 	 	 	
Massachusetts
(State or other jurisdiction
of incorporation)	001-14092
(Commission
File Number)	04-3284048
(IRS Employer
Identification No.)	
 	 	 	
One Design Center Place, Suite 850, Boston, MA
(Address of principal executive offices)	02210
(Zip Code)	

Registrant's telephone number, including area code (617) 368-5000

Check the appropriate box below if the Form 8-K is intended to simultaneously satisfy the filing obligation of the registrant under any of the following provisions (see General Instruction A.2 below):
 	 	
[  ]	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))	

Item 8.01.
Other Events.

John C. Geist, Vice President of Sales of the Company, and C. James Koch, Chairman of the Board of Directors of the Company, entered into individual sales plans pursuant to Rule 10b5-1 of the Securities Exchange Act of 1934, as amended, for trading in shares of the Registrant’s Class A Common Stock (the “Plans”) on May 15, 2012 and May 17, 2012, respectively. The aggregate number of shares which may be sold pursuant to the Plans is 54,399 shares. The purpose of each of the Plans is to provide liquidity and investment diversification.

Once executed, transactions under the Plans will be disclosed publicly through Form 144 and Form 4 filings with the Securities and Exchange Commission.

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.
(Registrant)	
 	 	
Date: May 18, 2012	/s/ Martin F. Roper	
 	Martin F. Roper
Chief Executive  Officer
(Signature)*	

*Print name and title of the signing officer under his signature.

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