As filed with the Securities and Exchange Commission on September 18, 1996

                               Registration Number

                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549

                                    FORM S-8

                             REGISTRATION STATEMENT
                                      under
                           THE SECURITIES ACT OF 1933

                         THE BOSTON BEER COMPANY, INC.
               (Exact name of issuer as specified in its charter)

                            Massachusetts 04-3284048
          (State of Incorporation) (IRS Employer Identification Number)

               75 Arlington Street , Boston, Massachusetts 02116
                    (Address of Principal Executive Offices)

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

                          THE BOSTON BEER COMPANY, INC.
                1996 STOCK OPTION PLAN FOR NON-EMPLOYEE DIRECTORS
                            (Full title of the Plan)

                        Frederick H. Grein, Jr., Esquire
                           Hutchins, Wheeler & Dittmar
                           A Professional Corporation
                               l01 Federal Street
                           Boston, Massachusetts 02110
                                 (617) 951-6600
            (Name, address and telephone number of agent for service)

                         CALCULATION OF REGISTRATION FEE

                                       Proposed     Proposed
 Title of                              Maximum      Maximum
Securities               Amount        Offering     Aggregate     Amount of
  to be                  to be         Price        Offering     Registration
Registered             Registered(l)   Per Share      Price          Fee(2)

Class A Common Stock   100,000          $19.5625   $1,956,1250   $674.57


(1)      Also  registered  hereunder  are such  additional  number  of shares of
         Common Stock, presently indeterminable,  as may be necessary to satisfy
         the  antidilution  provisions  of the Plan to which  this  Registration
         Statement relates.

(2)      The registration fee has been calculated with respect to 100,000 of the
         shares  registered  on the  basis  of the  average  of the high and low
         prices on the New York Stock Exchange on September 17, 1996.

                                     PART II

               INFORMATION REQUIRED IN THE REGISTRATION STATEMENT

Item 3.           Incorporation of Documents by Reference

         The Company hereby  incorporates  by reference the documents  listed in
(a) through (c) below.  In addition,  all  documents  subsequently  filed by the
Company  pursuant  to  Section  13(a),  13(c),  14 and  15(d) of the  Securities
Exchange Act of 1934 (prior to the filing of a  Post-Effective  Amendment  which
indicates that all securities  offered have been sold or which  deregisters  all
securities  then  remaining  unsold)  shall  be  deemed  to be  incorporated  by
reference in this Registration  Statement and to be a part thereof from the date
of filing of such documents.

         (a) The Company's  latest annual report filed pursuant to Section 13(a)
or 15(d) of the Securities  Exchange Act of 1934 or the latest  Prospectus filed
pursuant to Rule 424(b) under the Securities Act of 1933,  which contains either
directly or by incorporation by reference,  audited financial statements for the
Company's latest fiscal year for which such statements have been filed.

         (b) All of the reports filed  pursuant to Section 13(a) or 15(d) of the
Securities  Exchange Act of 1934 since the end of the fiscal year covered by the
annual report or the Prospectus referred to in (a) above.

         (c) The  description  of the Company's  Class A Common Stock,  $.01 par
value per share which is contained in the  Registration  Statement  filed by the
Company under the  Securities  Exchange Act of 1934,  including any amendment or
report filed for the purpose of updating such description.

Item 4.           Description of Securities

         Inapplicable.

Item 5.           Interests of Named Experts and Counsel

         The  validity of the  authorization  and  issuance of the Common  Stock
offered  hereby  will be passed  upon for the  Company  by  Hutchins,  Wheeler &
Dittmar, A Professional Corporation,  Boston, Massachusetts.  As of December 31,
1995,  a total of 15,353  shares  of Common  Stock  were  beneficially  owned by
certain stockholders of Hutchins, Wheeler & Dittmar, A Professional Corporation.

Item 6.           Indemnification of Directors and Officers

         Section 67 of Chapter 156B of the General Laws of the  Commonwealth  of
Massachusetts provides as follows:

         "Section 67.  Indemnification  of  directors,  officers,  employees and
other  agents  of a  corporation,  and  persons  who  serve  at its  request  as
directors,  officers, employees or other agents of another organization,  or who
serve at its request in any capacity with respect to any employee  benefit plan,
may be provided by it to whatever  extent shall be specified in or authorized by
(i) the articles of organization or (ii) a by-law adopted by the stockholders or
(iii) a vote  adopted  by the  holders  of a  majority  of the  shares  of stock
entitled  to vote on the  election  of  directors.  Except  as the  articles  of
organization  or  by-laws  otherwise  require,  indemnification  of any  persons
referred to in the preceding  sentence who are not directors of the  corporation
may  be  provided  by it  to  the  extent  authorized  by  the  directors.  Such
indemnification  may include payment by the corporation of expenses  incurred in
defending  a civil or  criminal  action or  proceeding  in  advance of the final
disposition of such action or proceeding,  upon receipt of an undertaking by the
person  indemnified  to repay such payment if he shall be  adjudicated to be not
entitled to indemnification under this section which undertaking may be accepted
without reference to the financial ability of such person to make repayment. Any
such indemnification may be provided although the person to be indemnified is no
longer an officer,  director,  employee or agent of the  corporation  or of such
other organization or no longer serves with respect to any such employee benefit
plan.

         No indemnification shall be provided for any person with respect to any
matter as to which he shall have been  adjudicated in any proceeding not to have
acted in good  faith in the  reasonable  belief  that his action was in the best
interest of the corporation or to the extent that such matter relates to service
with  respect  to an  employee  benefit  plan,  in  the  best  interests  of the
participants or beneficiaries of such employee benefit plan.

         The  absence of any express  provision  for  indemnification  shall not
limit any right of indemnification existing independently of this section.

         A  corporation  shall have power to purchase and maintain  insurance on
behalf of any person who is or was a director,  officer, employee or other agent
of the corporation,  or is or was serving at the request of the corporation as a
director,  officer,  employee  or other  agent of another  organization  or with
respect to any employee benefit plan,  against any liability  incurred by him in
any such  capacity,  or arising  out of his  status as such,  whether or not the
corporation would have the power to indemnify him against such liability."


         Article 7 of the By-laws of the Company provides as follows:

                                    ARTICLE 7

                     Indemnification of Directors and Others

         Section 7.1  Definitions

         For purposes of this Article 7:

         (a) "Director/officer" means any person who is serving or has served as
a Director,  officer or employee of the Corporation  appointed or elected by the
Board of Directors or the  stockholders  of the  Corporation,  or any  Director,
officer  or  employee  of the  Corporation  who is  serving or has served at the
request of the Corporation as a Director, officer, trustee, principal,  partner,
member of a committee,  employee or other agent of any other organization, or in
any capacity with respect to any employee benefit plan of the Corporation or any
of its subsidiaries.

         (b)  "Proceeding"  means  any  actual  or  threatened  action,  suit or
proceeding, whether civil, criminal, administrative or investigative, including,
without limitation, an action by or in the right of the Corporation to procure a
judgment in its favor,  brought or threatened in or before any court,  tribunal,
administrative  or legislative body or agency,  and any claim which could be the
subject of a Proceeding.

         (c) "Expense" means any fine,  penalty or taxes, any liability fixed by
a judgment,  order, decree or award in a Proceeding,  any amount reasonably paid
in settlement of a Proceeding and any professional fees and other  disbursements
reasonably  incurred in connection  with a Proceeding.  The term "Expense" shall
include any fines, liabilities, taxes or penalties imposed on a Director/officer
with  respect to any  employee  benefit  plan of the  Corporation  or any of its
subsidiaries.

         Section 7.2  Right to Indemnification

         Except as limited by law or as provided in Sections 7.3 and 7.4 of this
Article 7, each  Director/officer  (and his heirs and personal  representatives)
shall be indemnified by the Corporation  against any Expense  incurred by him in
connection  with  each  Proceeding  in which he is  involved  as a result of his
serving or having served as a  Director/officer  to the fullest extent permitted
by law.

         Section 7.3  Indemnification not Available

         No indemnification shall be provided to a Director/officer with respect
to a Proceeding as to which it shall have been  adjudicated  that he did not act
in good faith in the reasonable belief that his action was in the best interests
of the Corporation, or, to the extent that such Proceeding

relates to  service  with  respect  to an  employee  benefit  plan,  in the best
interests of the participants or beneficiaries of such employee benefit plan.

         Expenses  incurred in connection  with a Proceeding  may be paid by the
Corporation in advance of the final  disposition of the Proceeding  upon receipt
of an  undertaking  by the  Director/  Officer  to repay  such  amount  if it is
ultimately  determined  that  he is  not  entitled  to  be  indemnified  by  the
Corporation as authorized in this Article 7.

         Section 7.4  Compromise or Settlement

         In the event  that a  Proceeding  is  compromised  or  settled so as to
impose  any  liability  or  obligation  on  a   Director/officer   or  upon  the
Corporation,  no indemnification  shall be provided as to said  Director/officer
with respect to such  Proceeding  if it is  determined  (i) by a majority of the
disinterested   Directors  then  in  office  or  (ii)  in  the  absence  of  any
disinterested  Directors  or at the request of a majority  of the  disinterested
Directors,  by the holders of a majority of the  outstanding  stock  entitled to
vote for  Directors,  voting as a single class,  exclusive of any stock owned by
any  interested  Director/officer,  that with respect to the matter  involved in
such  Proceeding  said  Director/officer  did  not  act  in  good  faith  in the
reasonable  belief that his action was in the best interests of the  Corporation
or, to the extent that such  Proceeding  relates to service  with  respect to an
employee   benefit  plan,  in  the  best  interests  of  the   participants   or
beneficiaries  of such employee benefit plan. In lieu of submitting the question
to a vote of  disinterested  Directors or  stockholders,  as provided above, the
Corporation may deny  indemnification to said  Director/officer  with respect to
such Proceeding,  if there has been obtained at the request of a majority of the
Directors then in office,  an opinion in writing of  independent  legal counsel,
other than counsel to the Corporation,  to the effect that said Director/officer
did not act in good faith in the  reasonable  belief  that his action was in the
best interests of the Corporation or, to the extent that such Proceeding relates
to service with respect to an employee  benefit plan,  in the best  interests of
the participants or beneficiaries of such employee benefit plan.

         Section 7.5  Advances

         The Corporation shall pay sums on account of indemnification in advance
of a final  disposition  of a Proceeding  upon receipt of an  undertaking by the
Director/officer to repay such sums if it is subsequently established that he is
not entitled to indemnification  pursuant to Sections 7.3 and 7.4 hereof,  which
undertaking may be accepted without  reference to the financial  ability of such
person to make repayment.

         Section 7.6  Not Exclusive

         Nothing  in  this   Article  7  shall   limit  any  lawful   rights  to
indemnification,    reimbursement,   or   advancement   of   expenses   existing
independently of this Article 7.

         Section 7.7  Insurance

         The provisions of this Article 7 shall not limit the power of the Board
of Directors to authorize the purchase and maintenance of insurance on behalf of
any Director/officer against any liability incurred by him in any such capacity,
or arising out of his status as such,  whether or not the Corporation would have
the power to indemnify him against such liability under this Article 7.

         Article VI of the Articles of Organization  of the Company  provides in
relevant part as follows:

         "No Director of the  corporation  shall be liable to the corporation or
its stockholders for monetary damages for breach of fiduciary duty as a Director
notwithstanding  any statutory  provision or other law imposing such  liability,
except for liability of a Director (i) for any breach of the Director's  duty of
loyalty to the corporation or its  stockholders,  (ii) for acts or omissions not
in good faith or which involve intentional  misconduct or a knowing violation of
law, (iii) under Section 61 or 62 of Chapter 156B of the  Massachusetts  General
Laws, or (iv) for any  transaction  from which the Director  derived an improper
personal  benefit.  No amendment or repeal of this  paragraph  shall apply to or
have any effect on the  liability  or alleged  liability  of any Director of the
corporation  for or with  respect  to any  acts or  omissions  of such  Director
occurring prior to such amendment or repeal."

         The  directors  and  officers  of the  Company  are  insured  under  an
insurance  policy  which  insures  them  against  claims  made during the policy
period,  and liability  arising  therefrom,  for certain  wrongful acts in their
capacity as officers and/or directors.

Item 7.           Exemption from Registration Claimed

                  Inapplicable

Item 8.           Exhibits

Number            Description

      4.1         The Boston Beer Company, Inc. 1996 Stock Option Plan for Non-
                  Employee Directors.

      5.1         Opinion  of  Hutchins,   Wheeler  &  Dittmar,  A  Professional
                  Corporation,  as to legality of shares  being  registered  and
                  consent  of  Hutchins,   Wheeler  &  Dittmar,  A  Professional
                  Corporation.


     23.1         Consents of Independent Accountants - included in
                  Registration Statement under heading "Consent of Independent 
                  Accountants."

Item 9.           Undertakings

         The undersigned Registrant hereby undertakes the following:

         (a)      The undersigned Registrant hereby undertakes:

                (1) To file,  during  any  period  in which  offers or sales are
being made, a post-effective amendment to this registration statement:

                  (i) To include any prospectus required by Section 10(a)(3) of 
                      the Securities Act of 1933;

                 (ii) To  reflect  in the  prospectus  any  facts or
                      events arising after the effective date of the
                      registration  statement  (or the  most  recent
                      post-effective   amendment   thereof)   which,
                      individually or in the aggregate,  represent a
                      fundamental  change  in  the  information  set
                      forth in the registration statement;

                (iii) To  include  any  material   information  with
                      respect  to  the  plan  of  distribution   not
                      previously   disclosed  in  the   registration
                      statement  or  any  material  change  to  such
                      information in the registration statement.

Provided,  however, that paragraphs (a)(1)(i) and (a)(1)(ii) do not apply if the
information  required  to be  included in a  post-effective  amendment  by those
paragraphs is contained in periodic reports filed by the registrant  pursuant to
section  13 or section  15(d) of the  Securities  Exchange  Act of 1934 that are
incorporated by reference in the registration statement.

                (2) That, for the purpose of determining any liability under the
Securities Act of 1933, each such post-effective amendment shall be deemed to be
a new registration statement relating to the securities offered therein, and the
offering of such  securities at that time shall be deemed to be the initial bona
fide offering thereof.

                (3) To remove  from  registration  by means of a  post-effective
amendment  any of the  securities  being  registered  which remain unsold at the
termination of the offering.

        (b) The undersigned  registrant  hereby undertakes that, for purposes of
determining  any liability  under the Securities Act of 1933, each filing of the
registrant's  annual  report  pursuant to section  13(a) or section 15(d) of the
Securities  Exchange  Act of 1934  (and,  where  applicable,  each  filing of an
employee  benefit  plan's  annual  report  pursuant  to  section  15(d)  of  the
Securities

Exchange Act of 1934) that is  incorporated  by  reference  in the  registration
statement  shall be deemed to be a new  registration  statement  relating to the
securities  offered  therein,  and the offering of such  securities at that time
shall be deemed to be the initial bona fide offering thereof.

        (c) The  undersigned  registrant  hereby  undertakes,  that,  insofar as
indemnification  for liabilities arising under The Securities Act of 1933 may be
permitted to  directors,  officers  and  controlling  persons of the  registrant
pursuant to the foregoing  provisions,  or otherwise,  the  registrant  has been
advised  that in the opinion of the  Securities  and  Exchange  Commission  such
indemnification  is  against  public  policy  as  expressed  in the  Act and is,
therefore,  unenforceable. In the event that a claim for indemnification against
such liabilities  (other than the payment by the registrant of expenses incurred
or paid by a director,  officer or  controlling  person of the registrant in the
successful  defense of any  action,  suit or  proceeding)  is  asserted  by such
director,  officer or controlling person in connection with the securities being
registered, the registrant will, unless in the opinion of its counsel the matter
has been  settled by  controlling  precedent,  submit to a court of  appropriate
jurisdiction the question whether such  indemnification  by it is against public
policy as expressed in the Act and will be governed by the final adjudication of
such issue.

                  [Remainder of Page Intentionally Left Blank]

                                   SIGNATURES

        Pursuant  to  the  requirements  of the  Securities  Act  of  1933,  the
Registrant certifies that it has reasonable grounds to believe that it meets all
of the requirements for filing on Form S-8 and has duly caused this Registration
Statement  to be  signed  on its  behalf  by  the  undersigned,  thereunto  duly
authorized, in Boston, Massachusetts on September 13, 1996.

                          The Boston Beer Company, Inc.


                                /s/ C. James Koch
                                C. James Koch
                                President

        Pursuant  to the  requirements  of the  Securities  Act  of  1933,  this
Registration  Statement  has  been  signed  by  the  following  persons  in  the
capacities and on the dates indicated.

         Signature                     Title                           Date

/s/ C. James Koch  
- ------------------------------   President, Chief Executive     Sept. 13, 1996
C. James Koch                      Officer, Clerk and Director
                                   (principal executive
                                   officer)

/s/ Alfred W. Rossow, Jr.                                        
- ------------------------------   Chief Operating Officer,       Sept. 13, 1996
Alfred W. Rossow, Jr.              Treasurer, Chief Financial
                                   Officer (principal financial 
                                   and accounting officer) and
                                   Director

/s/ Rhonda L. Kallman              Director                     Sept. 13, 1996
- ------------------------------
Rhonda L. Kallman

/s/ Charles Joseph Koch            Director                     Sept. 13, 1996
- ------------------------------
Charles Joseph Koch

/s/ Pearson C. Cummin, III           Director                   Sept. 13, 1996
- ------------------------------
Pearson C. Cummin, III

/s/ James C. Kautz                   Director                   Sept. 13, 1996
- ------------------------------
James C. Kautz

/s/ John B. Wing                     Director                   Sept. 13, 1996
- ------------------------------
John B. Wing


                       CONSENT OF INDEPENDENT ACCOUNTANTS

         We consent  to the  incorporation  by  reference  in this  registration
   statement on Form S-8 of our report dated  February 20, 1996,
   except for Note M, as to which the date is March 19,  1996,  on our audits of
   the financial statements and financial statement schedules of The Boston Beer
   Company as of  December  31, 1995 and 1994 and for each of the three years in
   the period ended  December  31, 1995,  which report is included in The Boston
   Beer  Company's  Annual  Report on Form 10-K for the year ended  December 31,
   1995.

                                             /s/ COOPERS & LYBRAND L.L.P.



   Boston, Massachusetts
   September 13, 1996


                          THE BOSTON BEER COMPANY, INC.

                             1996 STOCK OPTION PLAN
                           FOR NON-EMPLOYEE DIRECTORS

         1.       PURPOSE
         The purpose of The Boston Beer Company, Inc. 1996 Stock Option Plan for
Non-Employee  Directors  (the  "Plan") is to attract and retain the  services of
experienced  and  knowledgeable  independent  Directors  who are  not  employees
("Non-Employee  Directors") of The Boston Beer Company, Inc. ("Boston Beer") for
the  benefit  of Boston  Beer and its  stockholders  and to  provide  additional
incentive for  Non-Employee  Directors to continue to work in the best interests
of Boston Beer and its stockholders  through continuing ownership of Boston Beer
common stock.
         2.       SHARES SUBJECT TO THE PLAN
         The total number of shares of Class A Common Stock,  par value $.01 per
share ("Shares"), of Boston Beer for which options may be granted under the Plan
shall not exceed 100,000 in the  aggregate,  subject to adjustment in accordance
with Section 9 hereof.
         3.       ELIGIBILITY; GRANT OF OPTION
         Each of Pearson C. Cummin III, James C. Kautz,  Charles Joseph Koch and
John B. Wing,  who are the four  current  members of the Board of  Directors  of
Boston Beer (the "Board") who are not otherwise  employees of Boston Beer or any
subsidiary and who were reelected as Directors at the Boston Beer Annual Meeting
held on May 21, 1996,  shall be granted an option to acquire two  thousand  five
hundred (2,500) Shares under the Plan upon the adoption of the Plan by the Board
and shall be granted a further  option for two  thousand  five  hundred  (2,500)
Shares  upon each  subsequent  reelection  to the  Board.  All new  Non-Employee
Directors  duly  elected in the ten year  period  commencing  on the date of the
adoption of the Plan, shall be granted an option to acquire two

thousand five hundred  (2,500)  Shares under the Plan upon their election to the
Board and upon each  subsequent  reelection.  The date of grant for such options
granted to the four current Non-Employee Directors named above shall be the date
of adoption of the Plan by the Board, but such options shall become effective as
of such date of grant only upon  approval  of the Plan by the  holders of Boston
Beer's issued and outstanding Class B Common Stock in accordance with Section 13
hereof. The date of the first grant for each subsequently  elected  Non-Employee
Director  shall be the date of  election.  The  options  shall be  non-qualified
options not  intended to meet the  requirements  of Section 422 of the  Internal
Revenue Code of 1986, as amended (the "Code").
         4.       OPTION AGREEMENT
         Each  option  granted  under the Plan shall be  evidenced  by an option
agreement  (the  "Agreement")  duly executed on behalf of Boston Beer and by the
Non-Employee  Director to whom such option is granted.  Each Agreement shall (i)
comply with and be subject to the terms and conditions of the Plan, (ii) provide
that the  optionee  agrees to  continue  to serve as a Director  of Boston  Beer
during the term for which he or she was  elected  and (iii)  contain  such other
provisions  not  inconsistent  with the  provisions of the Plan,  including with
respect to obligations of each Non- Employee Director not to compete with Boston
Beer, as the Board may determine.
         5.       OPTION EXERCISE PRICE
         Subject  to the  provisions  of Section 9 hereof,  the option  exercise
price for options  granted  under the Plan shall be the fair market value of the
Shares  covered  by the  option  on the  date of grant  of the  option.  For the
purposes  hereof and of Section  6(b),  the fair market value of Shares shall be
the mean  between the high and low sales  prices of the Class A Common  Stock of
Boston  Beer on the New York  Stock  Exchange  as  reported  in the Wall  Street
Journal for the date of grant, provided

that if the Class A Common  Stock of Boston  Beer is not  listed on or  actually
trading on the New York Stock Exchange, fair market value shall be determined in
good faith by the Board.
         6.       TIME AND MANNER OF EXERCISE OF OPTION
         (a) Options granted under the Plan shall,  subject to the provisions of
Section 7, be immediately exercisable in full; provided, however, that no option
granted  under the Plan may be  exercised  prior to  approval of the Plan by the
holders  of Boston  Beer's  issued  and  outstanding  Class B Common  Stock,  as
required by Section 13.
         (b) The  option  may be  exercised  in full at one time or in part from
time to time by giving  written  notice to Boston Beer,  signed by the person or
persons  exercising  the option,  stating  the number of Shares with  respect to
which the  option is being  exercised,  accompanied  by payment in full for such
Shares,  which  payment  may be in cash or in whole or in part in  Shares of the
Class A Common Stock of Boston Beer  already  owned for a period of at least six
months by the person or persons  exercising  the  option,  valued at fair market
value, as determined under Section 5 hereof, on the date of exercise;  provided,
however,  that there shall be no such  exercise at any one time as to fewer than
two hundred fifty (250) Shares or all of the remaining  Shares then  purchasable
by the person or persons  exercising the option, if fewer than two hundred fifty
(250)  Shares.  Upon  such  exercise,  delivery  of a  certificate  for  paid-up
non-assessable  Shares shall be made at the  principal  Massachusetts  office of
Boston Beer to the person or persons  exercising the option at such time, during
ordinary business hours, not more than thirty (30) days from the date of receipt
of the notice by Boston Beer , as shall be designated in such notice, or at such
time,  place and manner as may be agreed  upon by Boston  Beer and the person or
persons exercising the option.

         7.       TERM OF OPTIONS
         (a)  Each  option  shall  expire  ten (10)  years  from the date of the
granting  thereof,  but  shall be  subject  to  earlier  termination  as  herein
provided.
         (b) In the event of the death of an  optionee,  the  option  granted to
such  optionee may be exercised by the estate of such  optionee or by any person
or  persons  who  acquired  the right to  exercise  such  option by  bequest  or
inheritance  or otherwise by reason of the death of such  optionee.  Such option
may be exercised at any time within one (1) year after the date of death of such
optionee,  at which time the  option  shall  terminate,  or prior to the date on
which the option otherwise expires by its terms, whichever is earlier.
         (c) In the event that an  optionee  ceases to be a  Director  of Boston
Beer the option  granted to such  optionee  may be  exercised by him or her, any
time  within  three  (3)  months  after the date  such  optionee  ceases to be a
Director of Boston Beer,  at which time the option shall  terminate,  but in any
event prior to the date on which the option  expires by its terms,  whichever is
earlier,  unless  termination as a Director (i) was by Boston Beer for cause, in
which case the  option  shall  terminate  immediately  at the time the  optionee
ceases to be a Director  of Boston  Beer , (ii) was  because  the  optionee  has
become disabled  (within the meaning of Section  22(e)(3) of the Code), or (iii)
was by reason of the death of the  optionee.  In the case of death,  see Section
7(b) above.  In the case of disability,  the option may be exercised at any time
within one (1) year after the date of termination of the optionee's directorship
with Boston  Beer,  at which time the option shall  terminate,  but in any event
prior to the date on which the option otherwise expires by its terms,  whichever
is earlier.

         8.       OPTIONS NOT TRANSFERABLE
         The right of any  optionee to exercise an option  granted to him or her
under  the  Plan  shall  not be  assignable  or  transferable  by such  optionee
otherwise than by will or the laws of descent and distribution, or pursuant to a
qualified  domestic  relations  order as  defined  by the Code or Title I of the
Employee  Retirement  Income Security Act, or the rules  thereunder.  Any option
granted under the Plan shall be exercisable during the lifetime of such optionee
only by him or her. Any option granted under the Plan shall be null and void and
without  effect  upon the  bankruptcy  of the  optionee,  or upon any  attempted
assignment or transfer, except as herein provided,  including without limitation
any  purported  assignment,  whether  voluntary or by operation of law,  pledge,
hypothecation  or other  disposition,  attachment,  trustee  process  or similar
process, whether legal or equitable, upon such option.
         9.       ADJUSTMENTS UPON CHANGES IN CAPITALIZATION
         In the event that the outstanding shares of the Class A Common Stock of
Boston  Beer are changed  into or  exchanged  for a different  number or kind of
shares or other securities of Boston Beer or of another corporation by reason of
any reorganization, merger, consolidation,  recapitalization,  reclassification,
stock  split-up,  combination  of shares or dividends  payable in capital stock,
appropriate  adjustment  shall be made in the  number  and kind of  shares as to
which  outstanding  options,  or portions  thereof  then  unexercised,  shall be
exercisable, to the end that the proportionate interest of the optionee shall be
maintained  as before the  occurrence  of such  event,  and such  adjustment  in
outstanding  options shall be made without change in the total price  applicable
to the unexercised  portion of such options and with a corresponding  adjustment
in the option price per share.

         10.      RESTRICTIONS ON ISSUE OF SHARES
         Notwithstanding  the  provisions  of Section 6 hereof,  Boston Beer may
delay the issuance of Shares covered by the exercise of any option granted under
the Plan and the  delivery of a  certificate  for such  Shares  until one of the
following conditions shall be satisfied:
                  (i) the  Shares  with  respect  to  which an  option  has been
exercised  are at the time of the issue of such  Shares  effectively  registered
under  applicable  Federal and state  securities  acts now in force or hereafter
amended; or
                  (ii)  counsel  for Boston  Beer  shall have given an  opinion,
which  opinion  shall not be  unreasonably  conditioned  or withheld,  that such
Shares  are  exempt  from  registration   under  applicable  Federal  and  state
securities acts now in force or hereafter amended.
         It is intended  that all  exercises of options  granted  under the Plan
shall be effective. Accordingly, Boston Beer shall use its best efforts to bring
about compliance with the above conditions within a reasonable time, except that
Boston Beer shall be under no obligation to cause a registration  statement or a
post-effective  amendment  to any  registration  statement to be prepared at its
expense  solely for the  purpose of  covering  the issue of Shares in respect of
which any option may be exercised,  except as otherwise agreed to by Boston Beer
in writing.
         11.      RIGHTS OF HOLDER ON PURCHASE FOR INVESTMENT; SUBSEQUENT
                  REGISTRATION

         Unless the Shares to be issued upon exercise of an option granted under
the Plan have been effectively  registered under the Securities Act of 1933 (the
"1933 Act"), as now in force or hereafter amended, Boston Beer shall be under no
obligation  to issue any  Shares  covered  by any  option  unless the person who
exercises such option, in whole or in part, shall give a written  representation
and

undertaking to Boston Beer which is satisfactory in form and scope to counsel to
Boston Beer and upon  which,  in the  opinion of such  counsel,  Boston Beer may
reasonably  rely,  that he or she is acquiring the Shares issued to him pursuant
to such exercise of the option for his or her own account as an  investment  and
not with a view to, or for sale in connection with, the distribution of any such
Shares,  and  that he or she  will  make  no  transfer  of the  same  except  in
compliance  with any rules and regulations in force at the time of such transfer
under the 1933 Act, or any other  applicable  law, and that if Shares are issued
without  such  registration  a legend to this  effect may be  endorsed  upon the
securities so issued. In the event that Boston Beer shall, nevertheless, deem it
necessary  or  desirable  to  register  under  the 1933 Act or other  applicable
statutes any Shares with  respect to which an option shall have been  exercised,
or to  qualify  any  such  Shares  for  exemption  from  the  1933  Act or other
applicable statutes,  then Boston Beer shall take such action at its own expense
and may require from each  optionee such  information  in writing for use in any
registration statement, prospectus,  preliminary prospectus or offering circular
as is reasonably necessary for such purpose and may require reasonable indemnity
to Boston Beer and its  Officers  and  Directors  from such  holder  against all
losses, claims, damages and liabilities arising from such use of the information
so furnished and caused by any untrue  statement of any material fact therein or
caused by the omission to state a material fact required to be stated therein or
necessary  to make  the  statements  therein  not  misleading  in  light  of the
circumstances under which they were made.
         12.      LOANS PROHIBITED
         Boston  Beer  shall  not,  directly  or  indirectly,  lend  money to an
optionee or to any person or persons entitled to exercise an option by reason of
the  death  of an  optionee  for the  purpose  of  assisting  any of them in the
acquisition of Shares covered by an option granted under the Plan.

         13.      APPROVAL OF STOCKHOLDERS
         The Plan shall be subject to  approval by the  affirmative  vote of the
holders of a majority of the issued and outstanding shares of the Class B Common
Stock of Boston Beer present or represented  and entitled to vote at a duly held
stockholders' meeting, or by written consent of all of the holders of such Class
B Common  Stock,  and shall take effect  immediately  as of its date of adoption
upon such approval.
         14.      EXPENSES OF THE PLAN
         All costs and expenses of the adoption and  administration  of the Plan
shall be borne by Boston  Beer , and none of such  expenses  shall be charged to
any optionee.
         15.      TERMINATION AND AMENDMENT OF PLAN
         Unless sooner  terminated as herein provided,  the Plan shall terminate
ten (10)  years  from the date  upon  which  the Plan was duly  approved  by the
holders of Boston Beer's issued and outstanding  Class B Common Stock. The Board
may at any  time  terminate  the Plan or make  such  modification  or  amendment
thereof as it deems advisable;  provided,  however,  that, except as provided in
Section 9 hereof, no modification or amendment to the provisions of the Plan may
be made more than once every six (6) months  other than to comport  with changes
in the  Code,  the  Employee  Retirement  Income  Security  Act,  or  the  rules
thereunder,  if the effect of such amendment or modification  would be to change
(i) the  requirements  for  eligibility  under the Plan,  (ii) the timing of the
grants of options to be granted under the Plan or the exercise price thereof, or
(iii) the number of Shares  subject  to  options  to be  granted  under the Plan
either in the aggregate or to one Director.  Any amendment to the  provisions of
the Plan  which (i)  materially  increases  the  number  of Shares  which may be
subject  to  options  granted  under the Plan,  (ii)  materially  increases  the
benefits accruing to Non-Employee

Directors  under the Plan,  or (iii)  materially  modifies the  requirement  for
eligibility  to  participate  in the Plan,  shall be subject to  approval by the
holders of Boston  Beer's Class B Common Stock  obtained in the manner stated in
Section 13 hereof.  Termination  or any  modification  or  amendment of the Plan
shall not, without the consent of an optionee, affect his or her rights under an
option previously granted to him or her.
         16.      LIMITATION OF RIGHTS IN THE OPTION SHARES
         An optionee  shall not be deemed for any purpose to be a stockholder of
Boston  Beer with  respect to any of the  options  except to the extent that the
option  shall have been  exercised  with respect  thereto  and, in  addition,  a
certificate shall have been issued theretofore and delivered to the optionee.
         17.      NOTICES
         Any communication or notice required or permitted to be given under the
Plan  shall be in  writing,  and  mailed  by  registered  or  certified  mail or
delivered  by hand,  if to Boston  Beer , to its  principal  place of  business,
Attention: President, and, if to an optionee, to the address as appearing on the
records of Boston Beer .
         18.      COMPLIANCE WITH RULE 16b-3.
         It is the intention of Boston Beer that the Plan comply in all respects
with Rule 16b-3 promulgated  under Section 16(b) of the Securities  Exchange Act
of 1934 (the "1934 Act") and that Participants remain disinterested  persons for
purposes of administering other employee benefit plans of Boston Beer and having
transactions  under such other  plans be exempt from  Section  16(b) of the 1934
Act. Therefore, if any Plan provision is found not to be in compliance with Rule
16b-3 or if any Plan provisions  would  disqualify  Participants  from remaining
disinterested persons, that

provisions  shall be deemed  null and void,  and in all events the Plan shall be
construed in favor of its meeting the requirements of Rule 16b-3.

ADOPTED BY THE BOARD OF DIRECTORS ON MAY 21, 1996
APPROVED BY THE SOLE HOLDER OF THE CLASS B COMMON STOCK ON MAY 21,
1996.

                                                 September 18, 1996



The Boston Beer Company, Inc.
75 Arlington Street
Boston, MA 02116

Ladies and Gentlemen:

        We are  counsel  to The  Boston  Beer  Company,  Inc.,  a  Massachusetts
Corporation  (the  "Company"),  and as such  counsel  we are  familiar  with the
corporate  proceedings  taken in  connection  with the adoption of the Company's
1996 Stock Option Plan for  Non-Employee  Directors  (the  "Plan").  We are also
familiar  with the  Registration  Statement  on Form S-8 to which a copy of this
opinion will be attached as an Exhibit.

        As such counsel,  we have examined the corporate records of the Company,
including  its  Articles of  Organization,  By-laws,  Minutes of Meetings of its
Board of Directors and  Stockholders  and such other documents as we have deemed
necessary as a basis for the opinions herein expressed.

        Based   upon  the   foregoing,   and   having   regard  for  such  legal
considerations as we deem relevant, we are of the opinion that:

        1.      The Company is a corporation duly organized and validly
                existing under the laws of the Commonwealth of Massachusetts.

        2.      The  Company  has duly  reserved  100,000  shares of its Class A
                Common Stock,  $0.01 par value per share, for issuance under the
                Plan.

        3.      The shares of Class A Common Stock issuable pursuant to the Plan
                have been duly  authorized  and, when issued in accordance  with
                the terms of the Plan, such shares will be validly issued, fully
                paid and  non-assessable  shares of capital stock of the Company
                to which no personal liability will attach.

The Boston Beer Company, Inc.
September 18, 1996
Page 2

        We hereby  consent  to the  filing of this  opinion as an Exhibit to the
Registration  Statement on Form S-8 and to the reference to us under the caption
"Interests of Named Experts and Counsel" in the Registration Statement.

                                         Very truly yours,
                                        
                                         /s/Hutchins, Wheeler & Dittmar
                                         Hutchins, Wheeler & Dittmar
                                         A Professional Corporation


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