FORM 4 [ ] Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).         
UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549
STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP OF SECURITIES
                                                                                  
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Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934 or Section 30(h) of the Investment Company Act of 1940
                      
1. Name and Address of Reporting Person * KOCH C JAMES 2. Issuer Name and Ticker or Trading Symbol BOSTON BEER CO INC [ SAM ] 5. Relationship of Reporting Person(s) to Issuer (Check all applicable)__X__ Director                    __X__ 10% Owner
__X__ Officer (give title below)    _____ Other (specify below)
Chairman
(Last)         (First)         (Middle)
C/O THE BOSTON BEER COMPANY, ONE DESIGN CENTER PLACE, SUITE 850
3. Date of Earliest Transaction (MM/DD/YYYY)
11/27/2020
(Street)
BOSTON, MA 02210
(City)       (State)       (Zip)
4. If Amendment, Date Original Filed (MM/DD/YYYY)
 
6. Individual or Joint/Group Filing (Check Applicable Line) _X _ Form filed by One Reporting Person
___ Form filed by More than One Reporting Person

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1.Title of Security
(Instr. 3)
2. Trans. Date 2A. Deemed Execution Date, if any 3. Trans. Code
(Instr. 8)
4. Securities Acquired (A) or Disposed of (D)
(Instr. 3, 4 and 5)
5. Amount of Securities Beneficially Owned Following Reported Transaction(s)
(Instr. 3 and 4)
6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4) 7. Nature of Indirect Beneficial Ownership (Instr. 4)
Code V Amount (A) or (D) Price
Class A Common  11/27/2020    M(1)    2500.00  A $95.09  217921.00 (2) D   
Class A Common  11/27/2020    S(1)    2500.00  D $900.01  215421.00 (2) D   
Class A Common                 40627.00  I  By Foundation managed by Reporting Person 
Class A Common                 33248.00  I  By Descendant's Trust 
Class A Common                 23488.00  I  Custodian for children under UGTMA 
Class A Common                 5000.00  I  By Trust as Trustee 
Class A Common                 3656.00  I  By spouse as custodian for children under UGTMA 
Class A Common                 2532.00  I  By spouse in trust for children 

Table II - Derivative Securities Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivate Security
(Instr. 3)
2. Conversion or Exercise Price of Derivative Security 3. Trans. Date 3A. Deemed Execution Date, if any 4. Trans. Code
(Instr. 8)
5. Number of Derivative Securities Acquired (A) or Disposed of (D)
(Instr. 3, 4 and 5)
6. Date Exercisable and Expiration Date 7. Title and Amount of Securities Underlying Derivative Security
(Instr. 3 and 4)
8. Price of Derivative Security
(Instr. 5)
9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4) 10. Ownership Form of Derivative Security: Direct (D) or Indirect (I) (Instr. 4) 11. Nature of Indirect Beneficial Ownership (Instr. 4)
Code V (A) (D) Date Exercisable Expiration Date Title Amount or Number of Shares
Stock Option (Right to Buy)  $95.09  11/27/2020    M        2500.00   3/1/2010 (3) 12/31/2020  Class A Common  2500.00  $0.00  0.00  D   

Explanation of Responses:
(1)  The transactions reported in this Form 4 were effected pursuant to a Rule 10b5-1 trading plan adopted by the Reporting Person on October 29, 2020.
(2)  The shares reported include 343 shares of restricted stock subject to vesting conditions.
(3)  The option vested in five annual installments: the first on March 1, 2010 and the final vesting on January 1, 2014.

Reporting Owners
Reporting Owner Name / Address
Relationships
Director 10% Owner Officer Other
KOCH C JAMES
C/O THE BOSTON BEER COMPANY
ONE DESIGN CENTER PLACE, SUITE 850
BOSTON, MA 02210
X X Chairman

Signatures
Michael G. Andrews under POA for the benefit of Koch C. James 11/30/2020
**Signature of Reporting Person Date