The Boston Beer Company, Inc. (Form: 8-K)  






Pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934

Date of Report (Date of Earliest Event Reported):   May 9, 2016

The Boston Beer Company, Inc.
(Exact name of registrant as specified in its charter)

Massachusetts 001-14092 04-3284048
(State or other jurisdiction
(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 May 9, 2016, the following officers 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 Company’s Class A Common Stock (each, a “10b5-1 Plan”): John C. Geist, Chief Sales Officer, and David L. Grinnell, Vice President, Brewing. The aggregate number of shares that may be sold pursuant to these 10b5-1 Plans is 12,200 shares. The purpose of each of these 10b5-1 Plans 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.

Also on May 9, 2016, the Company entered into a 10b5-1 Plan to repurchase up to $15 million of the Company’s Class A Common Stock during the period commencing June 27, 2016 and ending September 23, 2016.

Top of the Form


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 11, 2016   By:   /s/ Martin F. Roper
        Name: Martin F. Roper
        Title: Chief Executive Officer