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 * Geist John C 2. Issuer Name and Ticker or Trading Symbol BOSTON BEER CO INC [ SAM ] 5. Relationship of Reporting Person(s) to Issuer (Check all applicable)_____ Director                    _____ 10% Owner
__X__ Officer (give title below)    _____ Other (specify below)
Chief Sales Officer
(Last)         (First)         (Middle)
C/O THE BOSTON BEER COMPANY, INC., ONE DESIGN CENTER PLACE
3. Date of Earliest Transaction (MM/DD/YYYY)
1/4/2021
(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  1/4/2021    M(1)    1008.00  A $191.10  5596.00 (2) D   
Class A Common  1/4/2021    S(1)    1008.00  D $991.14  4588.00 (2) D   
Class A Common  1/4/2021    M(1)    12524.00  A $201.91  17112.00 (2) D   
Class A Common  1/4/2021    S(1)    94.00  D $935.68 (3) 17018.00 (2) D   
Class A Common  1/4/2021    S(1)    6.00  D $936.97 (4) 17012.00 (2) D   
Class A Common  1/4/2021    S(1)    753.00  D $938.56 (5) 16259.00 (2) D   
Class A Common  1/4/2021    S(1)    1039.00  D $939.18 (6) 15220.00 (2) D   
Class A Common  1/4/2021    S(1)    1180.00  D $940.47 (7) 14040.00 (2) D   
Class A Common  1/4/2021    S(1)    1229.00  D $941.42 (8) 12811.00 (2) D   
Class A Common  1/4/2021    S(1)    500.00  D $942.53 (9) 12311.00 (2) D   
Class A Common  1/4/2021    S(1)    800.00  D $943.52 (10) 11511.00 (2) D   
Class A Common  1/4/2021    S(1)    200.00  D $944.42  11311.00 (2) D   
Class A Common  1/4/2021    S(1)    161.00  D $945.87 (11) 11150.00 (2) D   
Class A Common  1/4/2021    S(1)    429.00  D $947.29 (12) 10721.00 (2) D   
Class A Common  1/4/2021    S(1)    271.00  D $948.53 (13) 10450.00 (2) D   
Class A Common  1/4/2021    S(1)    297.00  D $949.04 (14) 10153.00 (2) D   
Class A Common  1/4/2021    S(1)    408.00  D $950.53 (15) 9745.00 (2) D   
Class A Common  1/4/2021    S(1)    548.00  D $952.65 (16) 9197.00 (2) D   
Class A Common  1/4/2021    S(1)    432.00  D $953.67 (17) 8765.00 (2) D   
Class A Common  1/4/2021    S(1)    320.00  D $954.78 (18) 8445.00 (2) D   
Class A Common  1/4/2021    S(1)    107.00  D $956.67 (19) 8338.00 (2) D   
Class A Common  1/4/2021    S(1)    98.00  D $958.74 (20) 8240.00 (2) D   
Class A Common  1/4/2021    S(1)    45.00  D $960.00 (21) 8195.00 (2) D   
Class A Common  1/4/2021    S(1)    168.00  D $961.69 (22) 8027.00 (2) D   
Class A Common  1/4/2021    S(1)    108.00  D $962.22 (23) 7919.00 (2) D   
Class A Common  1/4/2021    S(1)    325.00  D $963.70 (24) 7594.00 (2) D   
Class A Common  1/4/2021    S(1)    583.00  D $964.35 (25) 7011.00 (2) D   
Class A Common  1/4/2021    S(1)    397.00  D $965.44 (26) 6614.00 (2) D   
Class A Common  1/4/2021    S(1)    150.00  D $967.60 (27) 6464.00 (2) D   

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)  $191.10  1/4/2021    M (1)       1008.00   3/1/2020 (28) 12/31/2027  Class A Common  1008.00  $0.00  0.00  D   
Stock Option (Right to Buy)  $201.91  1/4/2021    M (1)       12524.00   1/1/2021 (29) 12/31/2025  Class A Common  12524.00  $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 November 6, 2020.
(2)  The shares reported include 4,566 shares of restricted stock subject to vesting conditions.
(3)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 94 shares is from $935.57 to $936.00. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(4)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 6 shares is from $936.83 to $937.00. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(5)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 753 shares is from $937.99 to $938.93. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(6)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 1,039 shares is from $938.99 to $939.85. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(7)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 1,180 shares is from $940.00 to $940.98. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(8)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 1,229 shares is from $941.00 to $941.88. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(9)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 500 shares is from $942.11 to $943.07. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(10)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 800 shares is from $943.11 to $944.02. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(11)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 161 shares is from $945.76 to $945.94. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(12)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 429 shares is from $946.81 to $947.67. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(13)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 271 shares is from $947.85 to $948.81. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(14)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 297 shares is from $948.87 to $949.70. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(15)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 408 shares is from $949.98 to $950.93. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(16)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 548 shares is from $952.17 to $953.00. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(17)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 432 shares is from $953.41 to $954.39. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(18)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 320 shares is from $954.53 to $955.12. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(19)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 107 shares is from $956.66 to $957.33. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(20)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 98 shares is from $958.70 to $959.01. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(21)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 45 shares is from $960.00 to $960.01. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(22)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 168 shares is from $961.00 to $961.87. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(23)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 108 shares is from $962.00 to $962.42. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(24)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 325 shares is from $963.25 to $964.01. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(25)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 583 shares is from $964.25 to $965.22. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(26)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 397 shares is from $965.27 to $966.00. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(27)  The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 150 shares is from $967.00 to $967.99. The Filing Person will provide full information regarding the number of shares sold at each separate price upon request of the SEC, the Registrant, or a shareholder of the Registrant.
(28)  The option vests in three annual installments: the first on March 1, 2020, and the final vesting on January 1, 2022, provided that the Reporting Person remains employed by the Issuer on the applicable vesting dates.
(29)  The option vests in four annual installments: the first on January 1, 2021, and the final vesting on January 1, 2024, provided that the Reporting Person remains employed by the Issuer on the applicable vesting dates.

Reporting Owners
Reporting Owner Name / Address
Relationships
Director 10% Owner Officer Other
Geist John C
C/O THE BOSTON BEER COMPANY, INC.
ONE DESIGN CENTER PLACE
BOSTON, MA 02210


Chief Sales Officer

Signatures
Michael G. Andrews under POA for the benefit of John C. Geist 1/5/2021
**Signature of Reporting Person Date