Boston Beer Reports 2012 Increase in EPS Expectations and Increases 2013 Depletion Projection

   Boston Beer Reports 2012 Increase in EPS Expectations and Increases 2013
                             Depletion Projection

PR Newswire

BOSTON, Dec. 12, 2012

BOSTON, Dec. 12, 2012 /PRNewswire/ --The Boston Beer Company, Inc. (NYSE:
SAM), based on information of which the Company is currently aware, now
expects its 2012 earnings per diluted share range to be between $4.30 and
$4.60, an increase from the previously communicated range of $3.80to $4.20
. This increase is primarily due to increased shipment volumes and the timing
of certain selling, general and administrative expenses. The Company also now
projects full-year depletions growth of between 11% and 13%, based on its
analysis of year-to-date depletions versus 2011.

The Company's is increasing its 2013 depletions projection range to be
between 10% and 15%, from its previously communicated growth of high single
digits, based on its current depletions forecast for 2013. Actual results
may vary materially from this projection.

About the Company
The Boston Beer Company began in 1984 with a generations-old family recipe
that Founder and Brewer Jim Koch uncovered in his father's attic. After
bringing the recipe to life in his kitchen, Jim brought it to bars in Boston
with the belief that drinkers would appreciate a complex, full-flavored beer,
brewed fresh in America. That beer was Samuel Adams Boston Lager^®, and it
helped catalyze what became known as the American craft beer revolution.

Today, the Company brews over 50 styles of beer. The Company uses the
traditional four vessel brewing process and often takes extra steps like
dry-hopping and a secondary fermentation known as krausening. It passionately
pursues the development of new styles and the perfection of its classic beers
by constantly searching for the world's finest ingredients. While resurrecting
traditional brewing methods, the Company has earned a reputation as a pioneer
in another revolution, the "extreme beer" movement, where it seeks to
challenge drinkers' perceptions of what beer can be. The Boston Beer Company
strives to elevate the image of American craft beer by entering festivals and
competitions the world over, and in the past five years it has won more awards
in international beer competitions than any other brewery in the world. The
Company remains independent, and brewing quality beer remains its single
focus. While the Company is the country's largest-selling craft beer, it
accounts for only approximately one percent of the U.S. beer market. For more
information, please visit

Forward-Looking Statements
Statements made in this press release that state the Company's or management's
intentions, hopes, beliefs, expectations or predictions of the future are
forward-looking statements. It is important to note that the Company's actual
results could differ materially from those projected in such forward-looking
statements. Additional information concerning factors that could cause actual
results to differ materially from those in the forward-looking statements is
contained from time to time in the Company's SEC filings, including, but not
limited to, the Company's report on Form 10-K for the years ended December 31,
2011 and December 25, 2010. Copies of these documents may be found on the
Company's website,, or obtained by contacting the Company
or the SEC.

SOURCE The Boston Beer Company, Inc.

Contact: Investor Relations: Seana Phillips, +1-617-368-5074, or Media:
Michelle Sullivan, +1-617-368-5165
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