SEC Form 4

FORM 4		UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934 or Section 30(h) of the Investment Company Act of 1940	OMB APPROVAL OMB Number: 3235-0287 Estimated average burden hours per response: 0.5
	Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).

1. Name and Address of Reporting Person* Lance Thomas W (Last) (First) (Middle) C/O THE BOSTON BEER COMPANY, INC. ONE DESIGN CENTER PLACE, SUITE 850 (Street) BOSTON MA 02210 (City) (State) (Zip)	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) VP Operations
	3. Date of Earliest Transaction (Month/Day/Year) 03/12/2015
	4. If Amendment, Date of Original Filed (Month/Day/Year)	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. Transaction Date (Month/Day/Year)	2A. Deemed Execution Date, if any (Month/Day/Year)	3. Transaction 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	03/12/2015		M		2,000	A	$95.09	5,342(1)	D
Class A Common	03/12/2015		M		2,880	A	$108.56	8,222(1)	D
Class A Common	03/12/2015		M		1,820	A	$134.45	10,042(1)	D
Class A Common	03/12/2015		S		1,766	D	$266.12(2)	8,276	D
Class A Common	03/12/2015		S		125	D	$267.01(3)	8,151	D
Class A Common	03/12/2015		S		300	D	$268	7,851	D
Class A Common	03/12/2015		S		970	D	$269.29(4)	6,881	D
Class A Common	03/12/2015		S		698	D	$270.76(5)	6,183	D
Class A Common	03/12/2015		S		328	D	$271.86(6)	5,855	D
Class A Common	03/12/2015		S		1,072	D	$272.93(7)	4,783	D
Class A Common	03/12/2015		S		74	D	$274.48(8)	4,709	D
Class A Common	03/12/2015		S		1,030	D	$275.73(9)	3,679	D
Class A Common	03/12/2015		S		337	D	$276.66(10)	3,342	D

Table II - Derivative Securities Acquired, Disposed of, or Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivative Security (Instr. 3)	2. Conversion or Exercise Price of Derivative Security	3. Transaction Date (Month/Day/Year)	3A. Deemed Execution Date, if any (Month/Day/Year)	4. Transaction 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 (Month/Day/Year)		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: 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
Class A Common Stock Option	$95.09	03/12/2015		M			2,000	03/01/2012(11)	12/31/2020	Class A Common	5,000	$0.00	0	D
Class A Common Stock Option	$108.56	03/12/2015		M			2,880	03/01/2013(12)	12/31/2021	Class A Common	4,800	$0.00	1,920	D
Class A Common Stock Option	$134.45	03/12/2015		M			1,820	03/01/2014(13)	12/31/2022	Class A Common	4,725	$0.00	70	D

Explanation of Responses:

1. The shares reported include 487 shares of restricted stock subject to vesting conditions.

2. The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 1,766 shares is from $265.53 to $266.50. 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.

3. The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 125 shares is from $266.84 to $267.055. 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 970 shares is from $269.00 to $269.98. 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.

5. The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 698 shares is from $270.05 to $271.00. 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.

6. The price shown is the weighted average sale price for the transactions reported on this line. The range of sale prices for the 328 shares is from $271.51 to $272.15. 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 1,072 shares is from $272.53 to $273.37. 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 74 shares is from $274.00 to $274.65. 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 1,030 shares is from $275.28 to $276.20. 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 337 shares is from $276.37 to $276.96. 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. On 01/01/2011, the Issuer granted the Reporting Person a contingent vesting option of 5,000 shares of Class A Common Stock. The option will vest in five equal installments: The first on on 03/01/2012, the second on 01/01/2013, the third on 01/01/2014, the fourth on 01/01/2015, and the fifth on 01/01/2016.

12. On 01/01/2012, the Issuer granted the Reporting Person a contingent vesting option of 4,800 shares of Class A Common Stock. The option will vest in five equal installments: The first on on 03/01/2013, the second on 01/01/2014, the third on 01/01/2015, the fourth on 01/01/2016, and the fifth on 01/01/2017.

13. On 01/01/2013, the Issuer granted the Reporting Person a contingent vesting option of 4,725 shares of Class A Common Stock. The option will vest in five equal installments: The first on on 03/01/2014, the second on 01/01/2015, the third on 01/01/2016, the fourth on 01/01/2017, and the fifth on 01/01/2018.

Remarks:

	Kathleen Wade under POA for the benefit of Thomas W. Lance	03/13/2015
	** Signature of Reporting Person	Date
Reminder: Report on a separate line for each class of securities beneficially owned directly or indirectly.
* If the form is filed by more than one reporting person, see Instruction 4 (b)(v).
** Intentional misstatements or omissions of facts constitute Federal Criminal Violations See 18 U.S.C. 1001 and 15 U.S.C. 78ff(a).
Note: File three copies of this Form, one of which must be manually signed. If space is insufficient, see Instruction 6 for procedure.
Persons who respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB Number.