Sec Form 4 Filing - Lance Thomas W @ BOSTON BEER CO INC - 2015-03-12

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 Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934, Section 17(a) of the Public Utility Holding Company Act of 1935 or Section 30(h) of the Investment Company Act of 1940

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1. Name and Address of Reporting Person Lance Thomas W 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 (Last) (First) (Middle) C/O THE BOSTON BEER COMPANY, INC., ONE DESIGN CENTER PLACE, SUITE 850 3. Date of Earliest Transaction (MM/DD/YY) 03/12/2015 (Street) BOSTON, MA02210 4. If Amendment, Date Original Filed (MM/DD/YY) 6. Individual or Joint/Group Filing (Check Applicable Line) __ X __ Form filed by One Reporting Person _____ Form filed by More than One Reporting Person (City) (State) (Zip)

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned 1.Title of Security (Instr. 3) 2. Transaction Date (MM/DD/YY) 2A. Deemed Execution Date, if any (MM/DD/YY) 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 (MM/DD/YY) 3A. Deemed Execution Date, if any (MM/DD/YY) 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 (MM/DD/YY) 7. Title and Amount of Underlying Securities (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 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 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 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 70 D

Reporting Owners Reporting Owner Name / Address Relationships Director 10% Owner Officer Other Lance Thomas W C/O THE BOSTON BEER COMPANY, INC. ONE DESIGN CENTER PLACE, SUITE 850 BOSTON, MA02210 VP Operations Signatures Kathleen Wade under POA for the benefit of Thomas W. Lance 03/13/2015 Signature of Reporting Person Date

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.

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).

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