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 13, 2015

The Boston Beer Company, Inc.

(Exact name of registrant as specified in its charter)

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):

Item 8.01.   Other Events.

On May 13, 2015, C. James Koch, Chairman of the Registrant, 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 Registrant’s Class A Common Stock (“Mr. Koch’s 10b5-1 Plan”). The maximum number of shares that may be sold pursuant to Mr. Koch’s 10b5-1 Plan is 50,000 shares. The purpose of Mr. Koch’s 10b5-1 Plan is to provide liquidity and investment diversification. Once executed, transactions under Mr. Koch’s 10b5-1 Plan will be disclosed publicly through Form 4 and/or Form 144 filings with the Securities and Exchange Commission.

On May 15, 2015, the Registrant entered into a 10b5-1 Plan to repurchase up to $75 million in Registrant’s Class A Common Stock during the period commencing June 15, 2015 and ending September 26, 2015.

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.

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

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