UNITED STATES

SECURITIES AND EXCHANGE COMMISSION Washington, DC 20549

FORM 8-K

CURRENT REPORT

Pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934

Date of Report (Date of earliest event reported): November 29, 2006

The Boston Beer Company, Inc. (Exact name of registrant as specified in its charter)

Massachusetts		001-14092		04-3284048
(State or other jurisdiction		(Commission		(IRS Employer
of incorporation)		File Number)		Identification No.)
One Design Center Place, Suite 850, Boston, MA				02210
(Address of principal executive offices)				(Zip Code)

Registrant's telephone number, including area code (617) 368-5000

Check the appropriate box below if the Form 8-K is intended to simultaneously satisfy the filing obligation of the registrant under any of the following provisions (see General Instruction A.2 below):

[    ]   Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425)

[    ]   Soliciting material pursuant to Rule 14a-12 under the Exchange Act (17 CFR 240.14a -12)

[    ]   Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d -2(b))

[    ]   Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e -4(c))

Item 7.01.

Regulation FD.

Martin F. Roper, President, CEO and a director of the Company, William F. Urich, Chief Financial Officer of the Company and Pearson C. Cummin, III a non-employee director of the Company, each entered into an individual sales plan pursuant to Rule 10b5-1 for trading in shares of the Registrant’s Class A common stock. The aggregate number of shares which may be sold pursuant to these three 10b5-1 sales plans is 113,040. These shares are being sold for purposes of liquidity and investment diversification and will be sold based on specified trading prices.

SIGNATURES

Pursuant to the requirements of the Securities Exchange Act of 1934, the registrant has duly caused this report to be signed on its behalf by the undersigned hereunto duly authorized.

^*Print name and title of the signing officer under his signature.

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