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                                  UNITED STATES
                              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 reported) June 12, 2002

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

 Massachusetts                      01-14092                 04-328-4048
(State or other jurisdiction     (Commission                (IRS Employer
 of incorporation                 File Number)           Identification No.)

       75 Arlington Street, Boston, MA                        02116
   (Address of principal executive offices)                (Zip Code)

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

          (Former name or former address, if changed since last report)

                              GENERAL INSTRUCTIONS


Item 1. Changes in Control of Registrant.


Item 2. Acquisition or Disposition of Assets.


Item 3. Bankruptcy or Receivership.


Item 4. Changes in Registrant's Certifying Accountant.


Item 5. Other Events and Regulation FD Disclosure.

As of October 23, 2000, the SEC adopted a new rule concerning  insider  trading.
Rule 10b5-1  provides an affirmative  defense to insider trading  liability if a
person  established a plan to trade  securities prior to that person coming into
possession of material non-public information.

The officers of the  Registrant  listed below have each entered into  individual
sales plans complying with Rule 10b5-1 for trading in shares of the Registrant's
common stock.

     C. James Koch, Chairman
     Martin F. Roper, President and C.E.O.
     Jeffrey D. White, Chief Operations Officer
     Robert H. Hall, Vice President of Brand Development

Each of the individualized  sales plans is separate and distinct and sales under
the plans will not be  coordinated or  aggregated.  Under the  respective  sales
plans,  certain  specified  amounts of shares  will be sold for the  purposes of
liquidity and investment diversification based on specified trading prices up to
the aggregate amount of 292,634 shares for the officers as a group.

Item 6. Resignations of Registrant's Directors.


Item 7. Financial Statements and Exhibits.


Item 8. Change in Fiscal Year.


Item 9. Regulation FD Disclosure.


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.

                                       /s/ Martin F. Roper
Date:     June 12, 2002                  (Signature)*
                            Martin F. Roper, President and C.E.O.

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