As filed with the Securities and Exchange Commission on March 28, 2002.
                                             Registration No. 333-

                       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, MA 02116
                    (Address of Principal Executive Offices)

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

                          THE BOSTON BEER COMPANY, INC.
                         EMPLOYEE EQUITY INCENTIVE PLAN
                            (Full title of the Plan)

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




CALCULATION OF REGISTRATION FEE Title of Securities to be Amount to be Proposed Maximum Proposed Maximum Amount of Registration registered registered(1) Offering Price Per Share Aggregate Offering Price Fee(2) Class A Common Stock 1,000,000 $14.675 $14,675,000 $1,350.10 $.01 par value, per share (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) Computed in accordance with Rule 457(h) under the Securities Act solely for the purpose of calculating the registration fee. The registration fee has been calculated with respect to the shares registered on the basis of the average of the high and low price as reported on the New York Stock Exchange ("NYSE"), calculated at $14.675 on March 21, 2002.

NOTE This Registration Statement is being filed solely for the purpose of registering 1,000,000 additional shares of Class A Common Stock of The Boston Beer Company, Inc. issuable pursuant to The Boston Beer Company, Inc. 1995 Employee Equity Incentive Plan (the "Plan") originally adopted in 1995. The total number of shares issuable under the Plan is 3,687,500 as of December 14, 2001, of which 1,000,000 shares were previously registered on Form S-8 (Reg. No. 333-68531) and 1,687,500 shares were previously registered on Form S-8 (Reg. No. 33-01798). Pursuant to Instruction E to Form S-8, the contents of the Registration Statements on Form S-8 (Registration Nos. 333-68531 and 33-01798) are herein incorporated by reference. ITEM 8. EXHIBITS Number Description 4.1 1995 Employee Equity Plan, as amended. 5.1 Opinion of Hutchins, Wheeler & Dittmar, A Professional Corporation. 23.1 Consent of Hutchins, Wheeler & Dittmar, a Professional Corporation (including in Exhibit 5.1). 23.2 Consent of Arthur Andersen, LLP. 24.1 Powers of Attorney (See Page II-2).

II-2 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 March 27, 2002. THE BOSTON BEER COMPANY, INC. By /s/Martin F. Roper Martin F. Roper, President and Chief Executive Officer KNOW ALL MEN BY THESE PRESENTS that each person whose signature appears below constitutes and appoints Martin Roper and C. James Koch and each of them acting without the other, his true and lawful attorney-in-fact and agent, with full power of substitution and resubstitution, for him or in his name, place and stead, in any and all capacities to sign any and all amendments or post-effective amendments to this Registration Statement, and to file the same, with all exhibits thereto, and other documents in connection therewith, with the Securities and Exchange Commission, granting unto said attorney-in-fact and agents, full power and authority to do and perform each and every act and thing requisite or necessary to be done in and about the premises, as fully to all intents and purposes as he might or could do in person, hereby ratifying and confirming all that said attorney-in-fact and agent, or his substitutes, may lawfully do or cause to be done by virtue hereof. 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/Martin F. Roper President, Chief Executive Officer and March 27, 2002 Martin F. Roper Director (principal executive officer) /s/Richard P. Lindsay Chief Financial Officer (principal March 27, 2002 Richard P. Lindsay financial and accounting officer) /s/C .James Koch Chairman of the Board of Directors March 27, 2002 C. James Koch /s/Pearson C. Cummin, III Director March 12, 2002 Pearson C. Cummin, III /s/James C. Kautz Director March 27, 2002 James C. Kautz /s/Robert N. Hiatt Director March 12, 2002 Robert N. Hiatt /s/John B. Wing Director March 12, 2002 John B. Wing

\ INDEX TO EXHIBITS Exhibit Number 4.1 1995 Employee Equity Incentive Plan, as amended. 5.1 Opinion of Hutchins, Wheeler & Dittmar, A Professional Corporation. 23.1 Consent of Hutchins, Wheeler & Dittmar, A Professional Corporation (included in Exhibit 5.1). 23.2 Consent of Arthur Andersen, LLP. 24.1 Powers of Attorney (See page II-2).

                          THE BOSTON BEER COMPANY, INC.

                         EMPLOYEE EQUITY INCENTIVE PLAN

                    [As Adopted Effective November 20, 1995]

                    [and Amended Effective February 23, 1996]

                        [and Effective December 19, 1997]

                        [and Effective December 14, 2001]

     1. Purpose. The purpose of The Boston Beer Company,  Inc. ("TBBC") Employee
Equity Incentive Plan (the "Equity Plan" or the "Plan") is to provide additional
incentive  for  management  and other  employees of Boston Beer Company  Limited
Partnership,  a Massachusetts  limited  partnership  (the "Company",  which term
shall include TBBC and all of its affiliates), selected for participation in the
Plan, to promote the growth and success of the Company's business, and to reward
them for such  growth and  success,  by making  available  to them for  purchase
shares of the Company's  Class A [Limited Voting Rights] Common Stock ($0.01 par
value)  ("Class A Stock").

     2.    Shares  Covered By the Plan.  The maximum  number of shares of
Class A Stock which may be issued under the Plan is 3,687,500 shares, subject to
adjustment  in accordance  with Section 12 of the Plan.  Shares of Class A Stock
which are the  subject  of  Management  Options  (as  defined  in  Section 5) or
Discretionary  Options  (as  defined in Section 6) which  lapse  unexercised  or
Investment  Shares which do not become  Vested  Shares (as defined in Section 6)
and are  repurchased  by TBBC pursuant to Section 8(g), or which are redeemed by
TBBC pursuant to Section 8(f) shall again be available  for issuance  hereunder.

     3.  Administration  of the Plan. The Plan shall be  administered  by TBBC's
Board of Directors (the "Board").  In its sole discretion,  the Board shall have
the power to:

          (i) select management-level employees to be granted Management Options
     under Section 5 of the Plan and management or other employees to be granted
     Discretionary  Options  pursuant to Section 6 of the Plan (in either  case,
     individually, an Optionee and collectively, "Optionees");

          (ii)  authorize  the grant of options  ("Options")  to acquire  shares
     ("Option  Shares")  of Class A Stock,  pursuant  to Sections 5 and 6 of the
     Plan;

          (iii) construe the Plan;

          (iv) determine all questions arising under the Plan; and

          (v) adopt and amend such rules and regulations for the  administration
     of the Plan as it may deem desirable.

                The decision of the Board as to all questions of interpretation
and application of the Plan shall be final and binding on all persons.

     4.  Eligibility.  Employees  eligible to participate in the Plan ("Eligible
Employees") are those employees of the Company who:


          (i) have been employed by the Company for at least one (1) year; and

          (ii)  have  entered  into an  Employment  Agreement  (the  "Employment
     Agreement") with the Company containing substantially the covenants and the
     terms and conditions set forth in the form of Employment Agreement attached
     hereto as EXHIBIT A and/or such other terms and  conditions as the Board in
     its discretion may from time to time require.

                Only full-time management-level Eligible Employees, as
determined by the Board in its sole discretion, shall be selected by the Board
for the grant of a Management Option. In designating Optionees for Management
Options, the Board shall take into account each prospective Optionee's level of
responsibility, performance, potential and such other considerations as the
Board deems appropriate.

     5. Grants of Management Options.

          (a) For purposes  hereof the following  terms shall have the following
     meanings:

               (i) The term "Option  Share Value" means the fair market value of
          shares of Class A Stock as of the Option Date,  as  determined  by the
          Board.

               (ii)  The  effective  date of each  Management  Option  shall be
          January 1 in the year in which the  grant is made and is  referred  to
          herein as the "Option Date",  except that Management  Options shall be
          announced on or about March 15 in each year.

               (iii)  An  Optionee's  "Option  Grant  Percentage"  shall  be the
          percentage  of his or her base salary  which may be received by him or
          her in the form of the grant of a Management  Option, as determined by
          the  Board  in  its  discretion,   taking  into   consideration   such
          performance criteria as it shall, from time to time, deem appropriate.

          (b) Each Optionee  shall be granted as of the Option Date a Management
     Option to acquire Option Shares.  Each such Management Option granted to an
     Optionee  shall  have a value  (the  "Option  Value")  equal to the  amount
     calculated  by  multiplying  the  Optionee's  base salary earned during the
     calendar  year ending  immediately  prior to the Option Date, by his or her
     Option  Grant  Percentage.

          (c) The exercise price per Option Share under Management Options shall
     in all cases be $0.01 per Share.

          (d) After the Board determines that it will grant a Management  Option
     to an Optionee  under the Plan,  it shall  notify the  Optionee in writing,
     stating the number of Option Shares to which his or her  Management  Option
     shall be subject. Such notice shall incorporate by reference the terms,
     conditions, restrictions and other provisions set forth in the Plan.

          (e) No Management Options shall be granted after December 19, 1997.

     6. Grants of Discretionary  Options. The Board may also, from time to time,
grant to Eligible Employees options ("Discretionary  Options") to acquire shares
of Class A Stock, on such terms and conditions, including exercise price, as the
Board shall  determine.

     7. Right to Exercise  Options.  Each  Management  Option and, except as the
Board may from time to time  otherwise  determine  with  respect to a particular
Discretionary Option, each Discretionary Option, shall be set forth in an Option
Agreement,  substantially  in the form attached hereto as EXHIBIT B, which shall
include in any event the following terms, conditions and restrictions:

          (a) Except as otherwise  determined  from time to time by the Board in
     connection  with specific  options,  the right to exercise each  Management
     Option or Discretionary Option shall vest over the period of five (5) years
     after the  Option  Date at the rate of twenty  percent  (20%) of the Option
     Shares  covered  thereby per year, so long as the Optionee  continues to be
     employed  by the Company as of each  vesting  date,  provided  that (i) the
     Board may in its discretion  permit  accelerated  vesting,  (ii) Management
     Options  shall  become  exercisable  in full in the event of an  Optionee's
     retirement at or after age 65, death or disability, and (iii) the Board may
     tie  exercisability  to  compliance  by an  Optionee  with  any  applicable
     restrictive covenants.

          (b)  Except  as  determined  by the  Board  from  time to  time,  each
     Management  Option and each  Discretionary  Option  shall  terminate on the
     earlier to occur of the  expiration  of (i) ninety days after the  Optionee
     ceases to be an  employee  of the Company and (ii) ten (10) years after the
     Option Date.

     8. Purchase of Investment Shares.

          (a) Eligible Employees may also become  "Participants" in the Plan and
     invest up to ten percent  (10%) of their most recent annual W-2 earnings in
     shares  ("Investment  Shares") of Class A Stock.  The number of  Investment
     Shares  which can be  purchased  by each  Participant  will be  computed by
     dividing  10% of the  Participant's  W-2 earnings by the  Investment  Share
     Value (as defined in Section 8(c)).  After a Participant  has been employed
     by the Company for at least two (2) years, Investment Shares will be issued
     at a discount from Investment  Share Value based on length of service.  The
     cost to the Participant will be the Investment Share Value, discounted,  if
     applicable,  according to the schedule in Section 8(c).  For each full year
     Investment  Shares  are held after  issuance  and the  Participant  remains
     employed  with the Company,  twenty  percent (20%) will become fully vested
     ("Vested  Shares").  Investment  Shares not yet vested  shall cease to vest
     upon the termination of a Participant's employment with the Company, except
     as otherwise  then  determined by the Board,  unless such  termination  was
     because of  retirement  at or after  reaching age 65, death or  disability.
     Upon termination of a Participant's  employment with the Company because of
     retirement  at or after  reaching  age 65,  death or  disability,  all then
     unvested  Investment  Shares  shall fully vest.

          (b) The maximum number of Investment Shares that may be issued to each
     Participant  at any time will be equal to ten  percent  (10%) of his or her
     most  recent  annual W-2  earnings,  divided by the  applicable  Discounted
     Investment Share Value then in effect under Section 8(c), below.

          (c) The issuance price for Investment Shares will be based on the then
     Investment  Share Value.  Investment  Share Value shall be the mean between
     the high and the low prices at which  shares of Class A stock traded on the
     New York Stock  Exchange or on any other  exchange on which such shares may
     be traded, on the day next preceding the date of a Participant's investment
     in Investment  Shares,  which ordinarily shall be effective as of January 1
     in each applicable  year. The issuance price for Investment  Shares will be
     the "Discounted Investment Share Value", determined based on discounts from
     Investment Share Value,  keyed to each Eligible  Employee's tenure with the
     Company.  Prior to 2 full years of  employment,  there will be no  discount
     After 2 full years of  employment,  the  discount  will be 20% After 3 full
     years  of  employment,  the  discount  will be 30%  After 4 full  years  of
     employment, the discount will be 40%

          (d) Each  Participant  will be responsible for the  withholding  taxes
     payable  on his or her W-2  earnings,  including  on the  amount of taxable
     income  realized  by him or her by reason  of the  purchase  of  Investment
     Shares at Discounted Investment Share Value, whether recognized at the time
     of purchase or upon vesting.

          (e) All  Investment  Shares which have not yet vested shall be held in
     escrow by an escrow agent  selected by the Board,  pursuant to a Restricted
     Stock  Escrow  Agreement,  substantially  in the form  attached  hereto  as
     EXHIBIT C.

          (f) Each  Participant who purchases  Investment  Shares and who is not
     subject to the  provisions  of Section 16(b) of the 1934 Act shall have the
     right at any time to cause the  Company  to redeem  all,  but not less than
     all, of the Investment Shares previously  purchased by him or her but which
     have not yet vested at a price  equal to the  lesser of (i) the  Discounted
     Investment  Share  Value at  which  the  Shares  were  issued  and (ii) the
     Investment Share Value, as of the date next preceding the date on which the
     Investment Shares are tendered for redemption.

          (g) In the event of the termination of the employment with the Company
     of any Participant who holds Investment Shares,  TBBC shall have the right,
     but not the  obligation,  to redeem  within  ninety  (90) days  after  such
     termination  any or all of such  Investment  Shares  which  are not  Vested
     Shares  at a  price,  payable  in  cash,  equal  to the  lesser  of (i) the
     Discounted  Investment Share Value at which the Shares were issued and (ii)
     the Investment Share Value, as of the date next preceding the date on which
     the  Investment  Shares are called for  redemption.

     9. Previously Granted Options and Investment Shares. All options granted by
Boston Beer Company Limited  Partnership  prior to November 20, 1995, which were
assumed  under  the  Plan  on  that  date  and  became  Management   Options  or
Discretionary  Options,  shall first become exercisable,  to the extent that the
right to exercise has otherwise then vested,  on March 1, 1996,  except that any
such option held by Optionees subject to the provisions of Section 16 (b) of the
1934 Act shall not become  exercisable until May 20, 1996. All Investment Shares
purchased  from Boston Beer Company  Limited  Partnership  prior to November 20,
1995,  which  have  vested  prior to  March 1,  1996,  shall  be  issued  to the
applicable  Participants  on that date,  except  that Vested  Investment  Shares
otherwise  then issuable to  Participants  subject to the  provisions of Section
16(b) of the 1934 Act  shall not be  issuable  until May 20,  1996.

     10.  Provisions  Relating  to  Securities  Act.  Notwithstanding  any other
provision of the Plan,  TBBC may delay the issuance of Option Shares  covered by
the exercise of a Management Option or a Discretionary  Option or any Investment
Shares which have become Vested Shares (in either case,  "Shares")  until one of
the following conditions shall be satisfied:

          (i) Such  Shares are at the time of  issuance  effectively  registered
     under  applicable  federal and state  securities  acts,  as now in force or
     hereafter amended; or

          (ii) Counsel for TBBC shall have given an opinion, which opinion shall
     not be  unreasonably  conditioned  or  withheld,  that the issuance of such
     Shares is exempt  from  registration  under  applicable  federal  and state
     securities acts, as now in force or hereafter amended.


Moreover, unless the Shares to be issued have been effectively registered under
the Securities Act of 1933, as amended (the "Act"), TBBC shall be under no
obligation to issue such Shares unless the Optionee or Participant shall first
give written representation to TBBC, satisfactory in form and scope to TBBC's
counsel and upon which in the opinion of such counsel TBBC may reasonably rely,
that he or she is acquiring the Shares to be issued to him or her as an
investment and not with a view to or for sale in connection with any
distribution thereof in violation of the Act. TBBC shall have no obligation,
contractual or otherwise, to any Optionee or Participant to register under any
federal or state securities laws any Shares issued under the Plan to such
Optionee or Participant.

     11.  Expenses  of the Plan.  All costs and  expenses  of the  adoption  and
administration  of the Plan  shall be  borne  by the  Company,  and none of such
expenses  shall be  charged  to any  Optionee  or  Participant.

     12.  No  Contractual  Right  to  Participate  and  No  Right  to  Continued
Employment.  Nothing  in the Plan  shall be deemed to give any  employee  of the
Company,  or his or her legal  representatives  or assigns,  or any other person
claiming  under  or  through  him or her,  any  contractual  or  other  right to
participate  in the  benefits of the Plan.  Nothing in the Plan and no action or
grant  thereunder  shall  be  construed  to  constitute  or be  evidence  of any
agreement or  understanding,  express or implied,  on the part of the Company to
employ or retain in its employ for any  specific  period of time any Optionee or
Participant.  No grant of a Management  Option or a  Discretionary  Option to an
Optionee  shall give to such Optionee any rights as a stockholder in the Company
nor any  rights in any Option  Shares,  except to the extent the Option has been
exercised and Option Shares issued.

     13.  Dilution  and Other  Adjustments.  In the event  that the  outstanding
shares of Class A Stock are changed into or exchanged for a different  number or
kind of shares or other  securities of TBBC 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 which may be issued under the Plan and as to which outstanding Management
Options or Discretionary  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;   such  adjustment  in
outstanding  discretionary  Options  shall be made  without  change in the total
price applicable to the unexercised  portion of such  Discretionary  Options and
with a  corresponding  adjustment in the exercise price per share.  The exercise
price per share of Management  Options shall remain $0.01 per share.

     14.  Transferability.  No right or interest  under the Plan of any Eligible
Employee  shall be  assignable  or  transferable,  in  whole or in part,  either
directly  or by  operation  of law or  otherwise,  including,  but not by way of
limitation,  execution, levy, garnishment,  attachment, pledge, bankruptcy or in
any other  manner,  other than by will or the laws of descent and  distribution;
and no such right or interest of any Eligible  Employee  shall be subject to any
obligation or liability of such Eligible Employee.  The Option shall be null and
void  and  without  effect  upon  the  bankruptcy  of the  Optionee  or upon any
attempted  assignment or transfer,  except as  hereinabove  provided,  including
without limitation any purported  assignment,  whether voluntary or by operation
of law, pledge,  hypothecation or other  disposition  contrary to the provisions
hereof,  or levy of execution,  attachment,  trustee process or similar process,
whether legal or equitable, upon the Option.

     15. Withholding of Income Taxes. The Company shall have the right to deduct
from amounts  otherwise  payable by the Company to an Optionee or Participant by
way of salary or wages or otherwise,  any Federal, state or local taxes required
by law to be withheld  with respect to the  exercise of a  Management  Option or
Discretionary Option granted under the Plan or the purchase or vesting under the
Plan of  Investment  Shares which  results in taxable  income to the Optionee or
Participant.

     16.  Effective  Date. The Plan shall became  effective upon its adoption by
the Board and its  approval  by the  holders of TBBC's  Class B [Voting]  Common
Stock  ($0.01 par value)  (the  "Class B Stock")  and a majority  in interest of
TBBC's  then issued and  outstanding  Class A Stock on November  20,  1995.

     17.  Amendment  and  Termination  of the Plan.  The  Board,  subject to the
approval  of the  holders  of a  majority  in  interest  of  TBBC's  issued  and
outstanding Class B Stock, may at any time terminate, extend, or amend the Plan;
provided,  however, that termination or amendment of the Plan shall not, without
the  consent of any  person  affected  thereby,  modify or in any way affect any
Option  granted or Investment  Shares  purchased  prior to such  termination  or
amendment.


EXHIBIT A EMPLOYMENT AGREEMENT AGREEMENT entered into by and between BOSTON BEER COMPANY LIMITED PARTNERSHIP, a Massachusetts limited partnership having its executive offices at 75 Arlington Street, Boston, Massachusetts 02116 (the "Company"), and the undersigned employee of the Company (the "Employee"). In consideration of the employment or continued employment of the Employee by the Company and for other good and valuable consideration, the receipt and sufficiency of which is hereby acknowledged, the Employee hereby agrees with the Company as follows: 1. Duties. The Company hereby agrees to employ or continue to employ the Employee in the position identified below the Employee's signature on this Agreement, and the Employee hereby accepts such employment. For so long as he or she is employed by the Company, the Employee shall devote himself or herself to the affairs of the Company on a full business time basis and shall not engage in any other business activities, which, either singly or in the aggregate, materially interfere with his or her duties to the Company. 2. Compensation. In consideration for the performance by the Employee of his or her duties hereunder, the Company shall pay to the Employee a base salary, payable weekly at the current rate set forth below the Employee's signature on this Agreement, and such other compensation as the Company may from time to time determine, which the Employee agrees to accept in full satisfaction for his or her services. The Employee shall also be entitled to participate in any employee incentive compensation or stock option program (an "Incentive Plan"), adopted from time to time by the Company for its employees generally. 3. Proprietary Information. The Employee hereby acknowledges that the techniques, recipes, formulas, programs, processes, designs and production, distribution, business and marketing methods, training methods and materials, and manuals used and to be used by the Company are of a confidential and secret character, of great value and proprietary to the Company. The Company shall give or continue to give the Employee access to the foregoing categories or confidential and secret information and the trade secrets of its customers (collectively, "Proprietary Information"), so long as the Employee continues to provide services to the Company, and permit the Employee to work thereon and become familiar therewith to whatever extent the Company in its sole discretion determines. The Employee agrees that, without the prior written consent of the Company, he or she shall not, during his or her employment by the Company or at any time thereafter, divulge to anyone or use to his or her benefit any Proprietary Information, unless such Proprietary Information shall be in the public domain in a reasonably integrated form through no fault of the Employee. The Employee further agrees (i) to take all reasonable precautions to protect from loss or disclosure all documents supplied to the Employee by the Company and all documents, notebooks, materials and other data relating to any work performed by the Employee or others relating to the Proprietary Information, (ii) not to make any copies of any of these documents, notebooks, materials and data, without the prior written permission of the Company, and (iii) upon termination for whatever reason of the Employee's employment with the Company, to deliver these documents, notebooks, materials and data forthwith to the Company. 4. Covenant Not-to-Compete. In specific consideration for his or her eligibility to participate in an Incentive Plan, the Employee hereby agrees to be bound by the provisions of this Section 4. During the period commencing on the date hereof and continuing until the expiration of one (1) year from the date on which the Employee last receives compensation in any form from the Company, the Employee shall not, without the prior written consent of the Company, which consent the Company may grant or withhold in its sole discretion, engage, directly or indirectly, for his or her own account or the account of others, as an employee, consultant, partner, officer, director or stockholder (other than a holder of less than five percent (5%) of the issued and outstanding stock or other equity securities of an issuer whose securities are publicly traded), or otherwise, in the importing, production, marketing or distribution to distributors of any beer or ale brewed outside of the United States which is imported into the United States or any American beer or ale having a wholesale price within twenty percent (20%) of the wholesale price of any of the Company's products. 5. Remedy for Breach. The Employee expressly recognizes that any breach of this Agreement by him or her is likely to result in irreparable injury to the Company and agrees that, in addition to any other rights or remedies which the Company may have, the Company shall be entitled, if it so elects to institute and prosecute proceedings in any court of competent jurisdiction, either in law or in equity, to obtain damages for any breach of this Agreement; to enforce the specific performance of this Agreement by the Employee; and to enjoin the Employee from activities in violation of this Agreement. 6. Entire Agreement; Modification. This instrument contains the entire Agreement of the Company and the Employee with respect to the subject matter contained herein and may be altered, amended or superseded only by an agreement in writing, signed by both parties or the party against whom enforcement of any waiver, change, modification, extension or discharge is sought. No action or course of conduct shall constitute a waiver of any of the terms and conditions of this Agreement, unless such waiver is specified in writing, and then only to the extent so specified. A waiver of any of the terms and conditions of this Agreement on one occasion shall not constitute a waiver of the other terms and conditions of this Agreement, or of such terms and conditions, on any other occasion. 7. Severability. The Employee and the Company hereby expressly agree that the provisions of this Agreement are severable and, in the event that any court of competent jurisdiction shall determine that any provision or covenant herein contained is invalid, in whole or in part, the remaining provisions shall remain in full force and effect and any such provision or covenant shall nevertheless be enforceable as to the balance thereof. 8. Binding Effect; Benefit. This Agreement shall be binding upon the Employee, without regard to the duration of his or her employment by the Company or the reasons for the cessation of such employment, and upon his or her administrators, executors, heirs, and assigns, and shall inure to the benefit of the Company and its affiliates and subsidiaries, and its and their successors and assigns. 9. Counterparts. This Agreement may be executed in multiple counterparts, each of which shall be considered and have the force and effect of an original. 10. Governing Law. The validity, interpretation and performance of this Agreement shall be governed by and construed in accordance with the laws of the Commonwealth of Massachusetts. IN WITNESS WHEREOF, the Company has caused this Agreement to be duly executed on its behalf and the Employee has hereunto set his or her hand and seal, this day of , 199 . BOSTON BEER COMPANY LIMITED PARTNERSHIP By: Signature of Employee Name of Employee Position Current Pay Rate

EXHIBIT B THE BOSTON BEER COMPANY, INC. OPTION AGREEMENT AGREEMENT entered into effective as of _____________ by and between THE BOSTON BEER COMPANY, INC., a Massachusetts corporation (the "Company"), and the undersigned employee of the Company or one of its affiliates (the "Optionee"). IN CONSIDERATION OF services rendered and to be rendered by the Optionee to the Company and of the mutual covenants and agreements contained herein, the Company and the Optionee hereby agree as follows: 1. Grant of Option. The Company hereby irrevocably grants to the Optionee an option (the "Option") to purchase all or any part of an aggregate of shares (the "Shares") of the Company's Class A Common Stock, on the terms and conditions hereinafter set forth. 2. Purchase Price and Exercisability. (a) The purchase price ("Purchase Price") for the Shares is ($ ) per Share. (b) So long as the Optionee continues to be employed by the Company or an affiliate of the Company as of each indicated date, the Option shall become exercisable, as follows: Additional Shares Total Shares Date Exercisable Exercisable January 1, --- January 1, ------- January 1, --- January 1, --- January 1, ------- 3. Manner of Exercise of Option. To the extent exercisable, the Option may be exercised in full at one time or in part from time to time, by giving written notice, signed by the person or persons exercising the Option, to the Company, stating the number of Shares with respect to which the Option is being exercised, accompanied by payment in full of the Purchase Price for such Shares in cash. There shall be no exercise at any one time as to fewer than one hundred (100) Shares or all of the remaining Shares then purchasable by the person or persons exercising the Option, if fewer than one hundred (100) Shares. 4. Term of Option. The Option shall terminate on the sooner to occur of (i) the expiration of ninety (90) days after the Optionee ceases to be an employee of the Company, regardless of the reason therefor or (ii) the close of business on December 31, 200 . - 5. Non-Transferability. The right of the Optionee to exercise the Option shall not be assignable or transferable by the Optionee otherwise than by will or the laws of descent and distribution, and the Option may be exercised during the lifetime of the Optionee only by him or her. The Option shall be null and void and without effect upon the bankruptcy of the Optionee or upon any attempted assignment or transfer, except as hereinabove provided, including without limitation any purported assignment, whether voluntary or by operation of law, pledge, hypothecation or other disposition contrary to the provisions hereof, or levy of execution, attachment, trustee process or similar process, whether legal or equitable, upon the Option. 6. Restrictions on Issue of Shares. (a) Notwithstanding the provisions of Section 3 hereof, the Company may delay the issuance of Shares covered by the exercise of the Option until one of the following conditions shall be satisfied: (i) The Shares with respect to which the Option has been exercised are at the time of the issuance of such Shares effectively registered under applicable federal and state securities acts, as now in force or hereafter amended; or (ii) Counsel for the Company shall have given an opinion, which opinion shall not be unreasonably conditioned or withheld, that the issuance of such Shares is exempt from registration under applicable federal and state securities acts, as now in force or hereafter amended. (b) In the event that for any reason the Shares to be issued upon exercise of the Option shall not be effectively registered under the Securities Act of 1933 (the "1933 Act"), upon any date on which the Option is exercised in whole or in part, the Company shall be under no further obligation to issue Shares covered by the Option, unless the person exercising the Option shall give a written representation to the Company that such person is acquiring the Shares issued to him or her pursuant to such exercise of the Option for 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 the 1933 Act and the rules and regulations promulgated thereunder and then in force, and in such event, the Company may place an "investment legend", so-called, upon any certificate for the Shares which may be issued by reason of such exercise. 7. Adjustments Upon Changes in Capitalization. In the event that shares of the Company's Class A Common Stock are changed into or exchanged for a different number or kind of securities of the Company or of another entity by reason of any reorganization, merger, consolidation, recapitalization, reclassification, stock split-up, combination of shares or dividend payable in capital stock or other securities, appropriate adjustment shall be made in the number and kind of securities as to which the Option, or any part thereof then unexercised, shall be exercisable, to the end that the proportionate interest of the Optionee shall remain as before the occurrence of such event; such adjustment in the Option shall be made without change in the total price applicable to the unexercised portion of the Option and with a corresponding adjustment in the Option price per share or other security unit. 8. Compliance with Post-Employment Obligations. The Optionee understands and agrees that his or her rights hereunder are conditioned on continued compliance with all of his or her obligations to the Company, including obligations to protect the confidentiality of the Company's proprietary information and the proprietary information of any of the Company's affiliates and not to compete with the Company or any of its affiliates after the Optionee's employment with the Company or any of its affiliates has terminated. In furtherance of the Optionee's understanding and agreement, the Optionee further agrees that, if the Optionee breaches any post-employment confidentiality covenants or covenants not to compete with the Company or any of its affiliates, the Company shall be entitled, in addition to any other remedies it may then have available to it, to recover all profit realized by the Optionee as a result of exercises of the Option during the Optionee's last twelve (12) months of employment with the Company or any of its affiliates or at any time following termination of such employment. IN WITNESS WHEREOF, the Company has caused this Agreement to be executed and its corporate seal to be hereto affixed by its officer thereunto duly authorized, and the Optionee has hereunto set her hand and seal, all as of the day and year first above written. THE BOSTON BEER COMPANY, INC. By: C. James Koch, President Optionee Signature Name

EXHIBIT C THE BOSTON BEER COMPANY, INC. RESTRICTED STOCK ESCROW AGREEMENT AGREEMENT entered into effective as of March 1, 1996 by and among THE BOSTON BEER COMPANY, INC. (the "Company"), FREDERICK H. GREIN, JR., the escrow agent (the "Escrow Agent") designated by the Company's Board of Directors (the "Board") acting pursuant to Section 3 of the Company's Employee Equity Incentive Plan (the "Plan"), acting for himself and any successor so designated, and the undersigned employee (the "Employee") of the Company or one of its subsidiaries. The Employee has previously purchased at a discount under a predecessor plan which has been assumed under the Plan shares of the Class A Common Stock ($0.01 par value) of the Company (the "Shares"). The Shares are subject to certain vesting and repurchase restrictions set forth in Section 8(g) of the Plan. Because of these restrictions, the Board, in accordance with the provisions of Section 8(e) of the Plan, is requiring that the Employee deposit with the Escrow Agent the certificates representing the Shares, together with a stock power or other instrument of transfer, appropriately endorsed in blank with signature guaranteed, under a deposit agreement requiring the Shares to be held in escrow subject to the Company's right to repurchase the Shares pursuant to Section 8(g) of the Plan. ACCORDINGLY, for good and valuable consideration, the receipt and sufficiency of which are hereby acknowledged, the Company, the Escrow Agent and the Employee agree as follows: 1. Deposit of Certificates for the Shares. The Employee shall, upon his or her execution of this Agreement, deposit with the Escrow Agent: (i) certificates (the "Certificates") each representing that number of Shares vesting on each "Vesting Date" specified on the Vesting Schedule attached hereto as Schedule A (the "Vesting Schedule"); and (ii) for each such Certificate, a stock power or other instrument of transfer reasonably acceptable to the Escrow Agent, appropriately endorsed in blank with signature guaranteed. 2. Duties of Escrow Agent. The Escrow Agent and any successor escrow agent designated by the Board (and the term "Escrow Agent" as used herein shall mean the Escrow Agent and any and all such successor escrow agents) shall hold the Certificates representing the Shares, deposited with him pursuant to paragraph 1, above, and shall dispose of the same in accordance with the provisions hereof and of the Plan. The Escrow Agent's duties shall be solely those duties specified herein and the Escrow Agent shall have no other duties or responsibilities. In particular, the Escrow Agent shall have no duty to the Employee with respect to amounts which may be owing to the Employee by the Company on account of Shares redelivered by the Escrow Agent to the Board. 3. Release of Shares from Escrow. (a) In General. So long as the Escrow Agent continues to hold any of the Shares, the Company shall, within ten (10) business days after each "Vesting Date" specified on the Vesting Schedule, deliver to the Escrow Agent a statement, signed by a duly authorized officer of the Company, that the Employee was still employed by the Company or one of its subsidiaries as of such Vesting Date. Upon receipt of such certificate, the Escrow Agent shall deliver to the Employee a Certificate for the Shares then vested, together with the corresponding stock power or other instrument of transfer. If the Company shall not have delivered such a certificate to the Escrow Agent within said ten (10) business day period, the Escrow Agent shall, upon expiration of said ten (10) business day period, give written notice of such fact to the Company, with a copy to the Employee. The Company shall then have a further period of five (5) business days from the effective date of such notice to deliver to the Escrow Agent the statement called for by the preceding paragraph. If the Company shall not have so delivered such a statement within said further five (5) business day period, the Escrow Agent shall, upon the expiration thereof, deliver to the Board all Certificates and stock powers or other instruments of transfer then held by him pursuant to this Agreement. The effective date of the notice to be given by the Escrow Agent pursuant to this paragraph shall be the date on which the copy to the Employee is deposited in the United States mail, certified mail, postage prepaid, addressed to the Employee at the address set forth below, or such other address as to which the Escrow Agent shall similarly have been notified in writing by the Employee. (b) Notification of Termination of Employment or Redemption. If, at any time while this Agreement remains in effect, the Escrow Agent receives a written statement signed by a duly authorized officer of the Company that the Employee (i) is no longer employed by the Company or any of its subsidiaries, other than by reason of his or her retirement, disability or death, setting forth the date of termination of employment, or (ii) has caused the Company to redeem all of the shares in accordance with Section 6(f) of the Plan, the Escrow Agent shall forthwith deliver to the Board all Certificates and stock powers or other instruments of transfer then held by him pursuant to this Agreement, unless, in the case of termination of employment, the date of termination of employment set forth in such certificate is subsequent to a Vesting Date for which no Shares have yet been delivered to the Employee pursuant to subparagraph (a), above, in which case, the Escrow Agent shall deliver: (i) to the Employee a Certificate for the Shares so vested, together with the corresponding stock power or other instrument of transfer; and (ii) to the Board the balance of the Certificates and powers or other instruments of transfer then held by him pursuant to this Agreement. (c) Death or Disability of Employee. If the Escrow Agent receives a written statement signed by a duly authorized officer of the Company that the Employee has died or become disabled, the Escrow Agent shall deliver or cause to be delivered to the Employee or the executor of his estate, as applicable, all Certificates and all stock powers or other instruments of transfer then held by him pursuant to this Agreement. 4. Escrow Agent Right to Rely. The Escrow Agent shall be entitled to rely on and act in accordance with certificates as to employment status signed by a duly authorized officer of the Company and in accordance with instructions of the Board if given in writing signed by a majority of the members of the Board. 5. Liability of Escrow Agent. In the performance of his duties hereunder, the Escrow Agent shall incur no liability to the Employee or the Company for any action taken or omitted, except in the case of gross negligence or willful misconduct. The Company hereby agrees to reimburse the Escrow Agent for and indemnify and hold the Escrow Agent harmless from and against all expense, loss and liability which the Escrow Agent may pay or may by virtue of the performance of his duties hereunder. 6. Dividends and Voting Rights. The Employee shall be entitled to vote all Shares held by the Escrow Agent pursuant to this Agreement and to receive all dividends declared thereon. 7. Termination of Escrow. The escrow created hereby and this Agreement shall terminate at such time as the Escrow Agent shall have released from escrow in accordance with the provisions of paragraph 3 of this Agreement, all of the Certificates and stock powers or other instruments of transfer originally deposited with the Escrow Agent pursuant to paragraph 1 hereof. IN WITNESS WHEREOF, the Escrow Agent and the Employee have hereunto set their hands and seals as of the day and year first above written. COMPANY: ESCROW AGENT: THE BOSTON BEER COMPANY, INC. By:______________________________ ______________________________ Frederick H. Grein, Jr. EMPLOYEE: Name Address

THE BOSTON BEER COMPANY, INC. SCHEDULE A TO RESTRICTED STOCK ESCROW AGREEMENT EMPLOYEE: AGGREGATE NUMBER OF SHARES DEPOSITED IN ESCROW: VESTING DATES AND SHARES VESTING ON EACH VESTING DATE:

                                               March 27, 2002



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
Employee Equity Incentive Plan, (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 3,687,500 shares of its
                Class A Common Stock, $.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.

       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




                    CONSENT OF INDEPENDENT PUBLIC ACCOUNTANTS


We consent to the incorporation by reference in this Registration Statement
of The Boston Beer Company, Inc. on Form S-8 of our report dated February 11,
2002, on our audits of the consolidated financial statements of The Boston Beer
Company, Inc. as of December 29, 2001 and December 30, 2000, and for each of
the three years in the periods ending December 29, 2001, December 30, 2000 and
December 25, 1999, which report is included in the Form 10-K of The Boston
Beer Company, Inc., for the year ended December 29, 2001.


                                        /s/ Arthur Anderson LLP


Boston, Massachusetts
March 25, 2002