<SEC-DOCUMENT>0001308179-18-000241.txt : 20180511
<SEC-HEADER>0001308179-18-000241.hdr.sgml : 20180511
<ACCEPTANCE-DATETIME>20180511170939
ACCESSION NUMBER:		0001308179-18-000241
CONFORMED SUBMISSION TYPE:	DEFA14A
PUBLIC DOCUMENT COUNT:		4
FILED AS OF DATE:		20180511
DATE AS OF CHANGE:		20180511
EFFECTIVENESS DATE:		20180511

FILER:

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			BOSTON BEER CO INC
		CENTRAL INDEX KEY:			0000949870
		STANDARD INDUSTRIAL CLASSIFICATION:	MALT BEVERAGES [2082]
		IRS NUMBER:				043284048
		STATE OF INCORPORATION:			MA
		FISCAL YEAR END:			1226

	FILING VALUES:
		FORM TYPE:		DEFA14A
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-14092
		FILM NUMBER:		18827870

	BUSINESS ADDRESS:	
		STREET 1:		ONE DESIGN CENTER PLACE
		STREET 2:		SUITE 850
		CITY:			BOSTON
		STATE:			MA
		ZIP:			02210
		BUSINESS PHONE:		617-368-5056

	MAIL ADDRESS:	
		STREET 1:		ONE DESIGN CENTER PLACE
		STREET 2:		SUITE 850
		CITY:			BOSTON
		STATE:			MA
		ZIP:			02210
</SEC-HEADER>
<DOCUMENT>
<TYPE>DEFA14A
<SEQUENCE>1
<FILENAME>lsam2018-defa14a.htm
<DESCRIPTION>THE BOSTON BEER COMPANY, INC. - DEFA14A
<TEXT>

<HTML>
<HEAD><TITLE></TITLE></HEAD>
<BODY><P STYLE="margin: 0">&nbsp;</P>
<P STYLE="font: 9pt Arial, Helvetica, Sans-Serif; margin: 3pt 0 5pt; text-align: center"><b>UNITED STATES</b></p>

<P STYLE="font: 9pt Arial, Helvetica, Sans-Serif; margin: 0 0 5pt; text-align: center"><b>SECURITIES AND EXCHANGE COMMISSION</b></p>



<P STYLE="font: 9pt Arial, Helvetica, Sans-Serif; margin: 0; text-align: center">Washington, D.C. 20549</p>



<P STYLE="font: 15pt Arial, Helvetica, Sans-Serif; margin: 14pt 0; text-align: center"><FONT STYLE="font-size: 14pt"><B>SCHEDULE
14A</B></FONT></p>



<p style="font: 9pt Arial, Helvetica, Sans-Serif; margin: 0pt 0; text-align: center"><b>Proxy Statement Pursuant to Section 14(a) of the Securities</b></p>

<P STYLE="font: 9pt Arial, Helvetica, Sans-Serif; margin: 0pt 0 9pt; text-align: center"><B>Exchange Act of 1934 (Amendment
No.)</B></p>

<TABLE CELLSPACING="0" CELLPADDING="2" ALIGN="CENTER" STYLE="margin-top: 0pt; padding-left: 0pt; margin-bottom: 0pt; font: 10pt Arial, Helvetica, Sans-Serif; width: 80%">
<tr style="vertical-align: top">
    <TD STYLE="width: 9%">&nbsp;</td>
    <TD STYLE="width: 2%"><IMG SRC="lsam001.jpg" ALT=""></td>
    <TD STYLE="width: 42%; text-align: left; vertical-align: bottom"><font style="font: 9pt Arial, Helvetica, Sans-Serif">Filed by the Registrant</font></td>
    <TD STYLE="width: 2%"><IMG SRC="lsam002.jpg" ALT=""></td>
    <TD STYLE="width: 45%; text-align: left; vertical-align: bottom"><font style="font: 9pt Arial, Helvetica, Sans-Serif">Filed by a Party other than the Registrant</font></td></tr>
</table>
<p style="font: 9pt Arial, Helvetica, Sans-Serif; margin: 0pt 0; text-align: center">&nbsp;</p>
<TABLE CELLSPACING="0" CELLPADDING="2" STYLE="font: 10pt Arial, Helvetica, Sans-Serif; margin-top: 0pt; padding-left: 0pt; margin-bottom: 0pt; width: 99%">
<TR STYLE="vertical-align: top; background-color: rgb(197,208,224)">
    <TD COLSPAN="2" STYLE="font-size: 10pt; text-align: left; border: Black 1pt solid; padding: 2pt"><font style="font: 10pt Arial, Helvetica, Sans-Serif"><b>Check the appropriate box:</b></font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="text-align: center; border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid; width: 6%"><IMG SRC="lsam002.jpg" ALT=""></td>
    <TD STYLE="width: 94%; text-align: left; border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid; border-right: Black 1pt solid; vertical-align: bottom"><font style="font: 9pt Arial, Helvetica, Sans-Serif">Preliminary Proxy Statement</font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="text-align: center; border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid"><IMG SRC="lsam002.jpg" ALT=""></td>
    <TD STYLE="text-align: left; border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid; border-right: Black 1pt solid; vertical-align: bottom"><font style="font: 9pt Arial, Helvetica, Sans-Serif">CONFIDENTIAL, FOR USE OF THE COMMISSION ONLY (AS PERMITTED BY
RULE 14a-6(E)(2))</font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="text-align: center; border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid"><IMG SRC="lsam002.jpg" ALT=""></td>
    <TD STYLE="text-align: left; border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid; border-right: Black 1pt solid; vertical-align: bottom"><font style="font: 9pt Arial, Helvetica, Sans-Serif">Definitive Proxy Statement</font></td></tr>
<tr style="vertical-align: top; font-size: 9pt">
    <TD STYLE="text-align: center; border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid; font-size: 9pt"><IMG SRC="lsam001.jpg" ALT=""></td>
    <TD STYLE="text-align: left; border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid; border-right: Black 1pt solid; vertical-align: bottom; font-size: 9pt">Definitive Additional Materials</td></tr>
<tr style="vertical-align: top">
    <TD STYLE="text-align: center; border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid"><IMG SRC="lsam002.jpg" ALT=""></td>
    <TD STYLE="text-align: left; border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid; border-right: Black 1pt solid; vertical-align: bottom"><font style="font: 9pt Arial, Helvetica, Sans-Serif">Soliciting Material Pursuant to ss.240.14a-12</font></td></tr>
</table>
<P STYLE="font: 10pt Arial, Helvetica, Sans-Serif; margin: 12pt 0; text-align: center">&nbsp;<FONT STYLE="font-family: Arial, Helvetica, Sans-Serif; font-size: 18pt; color: #003868"><B>THE
BOSTON BEER COMPANY, INC.</B></FONT>&nbsp;</p>

<p style="font: 10pt Arial, Helvetica, Sans-Serif; margin: 0pt 0; text-align: center"><IMG SRC="lsam003.jpg" ALT=""></p>


<P STYLE="font: 9pt Arial, Helvetica, Sans-Serif; margin: 9pt 0 0pt; text-align: center"><I>(Name of Registrant as Specified In Its
Charter)</I></p>

<P STYLE="font: 9pt Arial, Helvetica, Sans-Serif; margin: 5pt 0 9pt; text-align: center"><I>(Name of Person(s) Filing Proxy Statement,
if other than the Registrant)</I></p>

<TABLE CELLSPACING="0" CELLPADDING="0" STYLE="font: 9pt Times New Roman, Times, Serif; width: 99%; border-collapse: collapse">
<TR STYLE="vertical-align: top; background-color: rgb(197,208,224)">
    <TD COLSPAN="3" STYLE="text-align: left; border: Black 1pt solid; padding: 2pt"><font style="font: 10pt Arial, Helvetica, Sans-Serif"><b>Payment of Filing Fee (Check the appropriate box):</b></font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="text-align: center; border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid"><IMG SRC="lsam001.jpg" ALT="" STYLE="width: 21px; height: 21px"></td>
    <TD COLSPAN="2" STYLE="text-align: left; vertical-align: bottom; border-right: Black 1pt solid; border-bottom: Black 1pt solid; border-left: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif"><b>No fee required.</b></font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="text-align: center; border-left: Black 1pt solid; padding: 2pt"><IMG SRC="lsam002.jpg" ALT=""></td>
    <TD COLSPAN="2" STYLE="text-align: left; vertical-align: bottom; border-right: Black 1pt solid; border-bottom: Black 1pt solid; border-left: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif"><b>Fee computed on table below per Exchange Act Rules 14a-6(i)(4) and 0-11.</b></font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="width: 6%; border-left: Black 1pt solid; padding: 2pt">&nbsp;</td>
    <TD STYLE="width: 3%; border-left: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">(1)</font></td>
    <TD STYLE="width: 91%; border-right: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">Title of each class of securities to which transaction applies:</font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt">&nbsp;</td>
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">(2)</font></td>
    <TD STYLE="border-right: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">Aggregate number of securities to which transaction applies:</font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt">&nbsp;</td>
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">(3)</font></td>
    <TD STYLE="border-right: Black 1pt solid; padding: 2pt"><P STYLE="margin-top: 0; margin-bottom: 0"><font style="font: 9pt Arial, Helvetica, Sans-Serif">Per unit price or other underlying value of transaction computed pursuant to Exchange Act Rule 0-11</FONT></P>
                                                            <P STYLE="margin-top: 0; margin-bottom: 0"><FONT STYLE="font: 9pt Arial, Helvetica, Sans-Serif">(set forth the amount on which the filing fee is calculated and state how it was determined):</font></P></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt">&nbsp;</td>
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">(4)</font></td>
    <TD STYLE="border-right: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">Proposed maximum aggregate value of transaction:</font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid">&nbsp;</td>
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid"><font style="font: 9pt Arial, Helvetica, Sans-Serif">(5)</font></td>
    <TD STYLE="border-right: Black 1pt solid; border-bottom: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">Total fee paid:</font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="text-align: center; border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid"><IMG SRC="lsam002.jpg" ALT=""></td>
    <TD COLSPAN="2" STYLE="text-align: left; vertical-align: bottom; border-right: Black 1pt solid; border-bottom: Black 1pt solid; border-left: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif"><b>Fee paid previously with preliminary materials.</b></font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="text-align: center; border-left: Black 1pt solid; padding: 2pt"><IMG SRC="lsam002.jpg" ALT="" STYLE="width: 21px; height: 20px"></td>
    <TD COLSPAN="2" STYLE="text-align: justify; border-right: Black 1pt solid; border-bottom: Black 1pt solid; border-left: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif"><b>Check box if any part of the fee is offset as provided by Exchange Act Rule 0-11(a)(2) and identify the filing for which the offsetting fee was paid previously. Identify the previous filing by registration statement number, or the Form or Schedule and the date of its filing.</b></font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="text-align: center; border-left: Black 1pt solid; padding: 2pt">&nbsp;</td>
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">(1)</font></td>
    <TD STYLE="border-right: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">Amount Previously Paid:</font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt">&nbsp;</td>
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">(2)</font></td>
    <TD STYLE="border-right: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">Form, Schedule or Registration Statement No.:</font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt">&nbsp;</td>
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">(3)</font></td>
    <TD STYLE="border-right: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">Filing Party: </font></td></tr>
<tr style="vertical-align: top">
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid">&nbsp;</td>
    <TD STYLE="border-left: Black 1pt solid; padding: 2pt; border-bottom: Black 1pt solid"><font style="font: 9pt Arial, Helvetica, Sans-Serif">(4)</font></td>
    <TD STYLE="border-right: Black 1pt solid; border-bottom: Black 1pt solid; padding: 2pt"><font style="font: 9pt Arial, Helvetica, Sans-Serif">Date Filed:</font></td></tr>
<TR STYLE="vertical-align: top">
    <TD><FONT STYLE="font-size: 5pt">&nbsp;</FONT></TD>
    <TD><FONT STYLE="font-size: 5pt">&nbsp;</FONT></TD>
    <TD><FONT STYLE="font-size: 5pt">&nbsp;</FONT></TD></TR>
</table>



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<P STYLE="font: 9pt Times New Roman, Times, Serif; margin: 0">This material supplements the definitive proxy statement filed
by The Boston Beer Company, Inc. (the &ldquo;Company&rdquo;) with the Securities and Exchange Commission on April 6, 2018 (the
&ldquo;Proxy Statement&rdquo;) relating to the Annual Meeting of Stockholders (the &ldquo;Annual Meeting&rdquo;) to be held at
9:00 a.m., Eastern Time, on Thursday, May 17, 2018.</P>

<P STYLE="font: 9pt Times New Roman, Times, Serif; margin: 0">&nbsp;</P>

<P STYLE="font: 9pt Times New Roman, Times, Serif; margin: 0"><B>Response to 2017 Stockholder Feedback</B></P>

<P STYLE="font: 9pt Times New Roman, Times, Serif; margin: 0"><B>&nbsp;</B></P>

<P STYLE="font: 9pt Times New Roman, Times, Serif; margin: 0">In May 2017, prior to the Company&rsquo;s 2017 Annual Meeting
of Stockholders, the Company reached out to its top twenty-five institutional stockholders to discuss the Company&rsquo;s advisory
Say-on-Pay resolution, and ultimately held telephone conferences with representatives of three large stockholders. The primary
concern expressed by the stockholders was the size and multi-year nature of the long-term contingent stock option granted to then-CEO
Martin F. Roper on January 1, 2016, referred to in the Proxy Statement as the &ldquo;2016 CEO Option.&rdquo;<SUP>1</SUP> During
these discussions, the stockholders expressed that they would prefer that the Company utilize a mix of annual performance-based
options and time-based restricted stock awards for its long-term equity compensation grants to Named Executive Officers, rather
than single long-term multi-year option grants like the 2016 CEO Option. These concerns were relayed to the Compensation Committee.</P>

<P STYLE="font: 9pt Times New Roman, Times, Serif; margin: 0">&nbsp;</P>

<P STYLE="font: 9pt Times New Roman, Times, Serif; margin: 0">As indicated on page 23 of the Proxy Statement, the Compensation
Committee considered this feedback from our stockholders and reevaluated the Company&rsquo;s equity compensation structure, particularly
the equity compensation structure of our Named Executive Officers. Based partly on this feedback, the Company adjusted the 2018
equity grants to our Named Executive Officers so that the non-salary portion of the potential compensation mix of our Named Executive
Officers in 2018 is more balanced between: (1) cash incentive bonuses contingent solely on Company performance; (2) option awards
contingent on Company performance; and (3) restricted stock awards contingent on continued employment. The Company anticipates
utilizing a similar mix of annual long-term equity grants to Named Executive Officers, including the CEO, going forward, and as
of now does not anticipate utilizing long-term multi-year option grants to sitting Named Executive Officers like the 2016 CEO Option.</P>

<P STYLE="font: 9pt Times New Roman, Times, Serif; margin: 0">&nbsp;</P>

<P STYLE="font: 9pt Times New Roman, Times, Serif; margin: 0">All information set forth in the Proxy Statement, as supplemented
by the information above, remains accurate in all material respects and should be considered in casting your vote by proxy or at
the Annual Meeting.</P>

<P STYLE="font: 9pt Times New Roman, Times, Serif; margin: 0">&nbsp;</P>

<TABLE CELLSPACING="0" CELLPADDING="0" STYLE="font: 9pt Calibri, Helvetica, Sans-Serif; width: 100%; background-color: white; border-collapse: collapse">
<TR STYLE="vertical-align: top">
    <TD STYLE="width: 70%; line-height: 107%">&nbsp;</TD>
    <TD STYLE="width: 30%; line-height: 107%; border-bottom: Black 1px solid"><FONT STYLE="font: 9pt Times New Roman, Times, Serif">/s/ Michael G. Andrews</FONT></TD></TR>
<TR>
    <TD STYLE="vertical-align: top; line-height: 107%">&nbsp;</TD>
    <TD STYLE="vertical-align: bottom; line-height: 107%"><FONT STYLE="font: 9pt Times New Roman, Times, Serif">Michael G. Andrews</FONT></TD></TR>
<TR>
    <TD STYLE="vertical-align: top; line-height: 107%">&nbsp;</TD>
    <TD STYLE="vertical-align: bottom; line-height: 107%"><FONT STYLE="font: 9pt Times New Roman, Times, Serif">Corporate Secretary</FONT></TD></TR>
</TABLE>
<P STYLE="font: 9pt Times New Roman, Times, Serif; margin: 0; text-align: left">&nbsp;</P>

<P STYLE="font: 9pt Times New Roman, Times, Serif; margin: 0; text-align: left"></P>

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<P STYLE="font: 3pt Times New Roman, Times, Serif; margin: 0; text-align: left">&nbsp;</P>

<P STYLE="font: 9pt Times New Roman, Times, Serif; margin: 0"><SUP>1</SUP> No portion of the 2016 CEO Option will vest and
Mr. Roper will not realize any income from the 2016 CEO Option because: (1) the 2016 CEO Option is not scheduled to begin to vest
until January 1, 2019; (2) the 2016 CEO Option is contingent on Mr. Roper&rsquo;s employment with the Company as of that date;
and (3) Mr. Roper has announced his plans to retire from the Company in or around May 2018.</P>

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end
</TEXT>
</DOCUMENT>
</SEC-DOCUMENT>
