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): July 26, 2005

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.)

75 Arlington Street, Boston, MA

02116

(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 Disclosure.

      On July 26, 2005, the Board of Directors of the Company increased the aggregate expenditure limit for the Company's Stock Repurchase Program by $20,000,000, from $80,000,000 to $100,000,000.

      The Company issued a press release regarding such increase, which is attached hereto as Exhibit 99.1 and is incorporated by reference herein.

      Exhibit 99.1 - Press Release of The Boston Beer Company, Inc. dated July 27, 2005.

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.

The Boston Beer Company, Inc.

(Registrant)

Date: July 27, 2005

/s/ William F. Urich

William F. Urich

Chief Financial Officer

(Signature)^*

EXHIBIT 99.1

For Immediate Release:

Contact: Michelle Sullivan

The Boston Beer Company, Inc.

(617) 368-5165

BOSTON BEER ANNOUNCES INCREASE IN EXPENDITURE FOR STOCK

REPURCHASE PROGRAM AND 2^ND QUARTER 2005 EARNINGS CALL

      BOSTON (7/27/05) - The Boston Beer Company, Inc. (NYSE: SAM), brewer of Samuel Adams Boston Lager®, announced today that its Board of Directors has increased by $20.0 million to $100.0 million the aggregate expenditure limitation on the Company's Class A Common Stock repurchase program. Since the inception of its stock repurchase program, the Company has repurchased a total of approximately 7.3 million shares at an aggregate cost of approximately $80.0 million.

      In addition, the Company announced that its second quarter 2005 earnings call will be held on Wednesday, August 3, 2005, at 4:00 p.m. EDT, and may be heard live via webcast at www.bostonbeer.com.

      The Boston Beer Company is America's leading brewer of hand-crafted, full-flavored beer.  Founder and brewer, Jim Koch, brews Samuel Adams® beers using the time-honored, traditional four-vessel brewing process and the world's finest all-natural ingredients.  Beer-lovers can enjoy many styles of Samuel Adams® beers that range from light-bodied to bold, traditional to extreme.  In the last twenty years, the brewery has won more awards in international beer tasting competitions than any other brewery in the world.  Samuel Adams Boston Lager®, the Company's flagship brand, is brewed using the same recipe and techniques that Jim Koch's great-great grandfather used in the mid 1800s.  The result is a beer renowned by drinkers for its full flavor, balance, complexity, and consistent quality.  For more information about Samuel Adams® beers visit www.samueladams.com or visit www.bostonbeer.com< /U> for financial information.

      Statements made in this press release that state the Company's or management's intentions, hopes, beliefs, expectations or predictions of the future are forward-looking statements. It is important to note that the Company's actual results could differ materially from those projected in such forward-looking statements. Additional information concerning factors that could cause actual results to differ materially from those in the forward-looking statements is contained from time to time in the Company's SEC filings, including but not limited to the Company's report on Form 10-K for the years ended December 25, 2004 and December 27, 2003. Copies of these documents may be found on the Company's website, www.bostonbeer.com, or obtained by contacting the Company or the SEC.

#   #   #   #   #