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SEC 873 (10/2000) |
Potential persons who are to respond to the collection of information contained in this form are not required to respond unless the form displays a currently valid OMB control number. |
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OMB APPROVAL |
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OMB Number: 3235-0060 |
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Expires: March 31, 2003 |
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Estimated average burden |
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UNITED STATES SECURITIES AND EXCHANGE COMMISSION |
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Washington, DC 20549 |
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FORM 8-K |
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CURRENT REPORT |
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Pursuant to Section 13 OR 15(d) of the Securities Exchange Act of 1934 |
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Date of Report (Date of earliest reported) March 29, 2004 |
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The Boston Beer Company, Inc. |
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(Exact name of registrant as specified in its chapter) |
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Massachusetts |
01-14092 |
04-328-4048 |
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(State or other jurisdiction |
(Commission |
(IRS Employer |
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of incorporation |
File Number) |
Identification No.) |
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75 Arlington Street, Boston, MA |
02116 |
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(Address of principal executive offices) |
(Zip Code) |
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Registrant's telephone number, including area code (617) 368-5000 |
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(Former name or former address, if changed since last report) |
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GENERAL INSTRUCTIONS |
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INFORMATION TO BE INCLUDED IN THE REPORT |
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Item 5. Other Events and Regulation FD Disclosure. |
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The officers and directors of the Registrant listed below have each entered into individual sales plans complying with Rule 10b5-1 for trading in shares of the Registrant's common stock: |
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C. James Koch, Chairman |
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Robert H. Hall, Vice President of Brand Development |
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Each of the individualized sales plans is separate and distinct and sales under the plans will not be coordinated or aggregated. Under the respective sales plans, certain specified amounts of shares will be sold for the purposes of liquidity and investment diversification based on specified trading prices up to the aggregate amount of 130,000 shares for the officers and directors as a group. |
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SIGNATURES |
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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. |
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The Boston Beer Company, Inc. |
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(Registrant) |
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/s/ Martin F. Roper |
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Date: March 30, 2004 |
(Signature)* |
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Martin F. Roper, President and C.E.O. |
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* Print name and title of the signing officer under his signature. |
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