-----BEGIN PRIVACY-ENHANCED MESSAGE-----
Proc-Type: 2001,MIC-CLEAR
Originator-Name: webmaster@www.sec.gov
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<SEC-DOCUMENT>0001140361-04-000057.txt : 20040105
<SEC-HEADER>0001140361-04-000057.hdr.sgml : 20040105
<ACCEPTANCE-DATETIME>20040105125222
ACCESSION NUMBER:		0001140361-04-000057
CONFORMED SUBMISSION TYPE:	4
PUBLIC DOCUMENT COUNT:		1
CONFORMED PERIOD OF REPORT:	20040101
FILED AS OF DATE:		20040105

ISSUER:		

	COMPANY DATA:	
		COMPANY CONFORMED NAME:			BOSTON BEER CO INC
		CENTRAL INDEX KEY:			0000949870
		STANDARD INDUSTRIAL CLASSIFICATION:	MALT BEVERAGES [2082]
		IRS NUMBER:				043284048
		STATE OF INCORPORATION:			MA
		FISCAL YEAR END:			1226

	BUSINESS ADDRESS:	
		STREET 1:		75 ARLINGTON ST
		CITY:			BOSTON
		STATE:			MA
		ZIP:			02116
		BUSINESS PHONE:		6174821332

	MAIL ADDRESS:	
		STREET 1:		75 ARLINGTON ST
		STREET 2:		5TH FL
		CITY:			BOSTON
		STATE:			MA
		ZIP:			02110

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			KOCH C JAMES
		CENTRAL INDEX KEY:			0001008079

	FILING VALUES:
		FORM TYPE:		4
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-14092
		FILM NUMBER:		04502970

	BUSINESS ADDRESS:	
		STREET 1:		C/O THE BOSTON BEER COMPANY
		STREET 2:		75 ARLINGTON ST
		CITY:			BOSTON
		STATE:			MA
		ZIP:			02116
		BUSINESS PHONE:		6174821332

	MAIL ADDRESS:	
		STREET 1:		C/O THE BOSTON BEER COMPANY
		STREET 2:		75 ARLINGTON ST
		CITY:			BOSTON
		STATE:			MA
		ZIP:			02116
</SEC-HEADER>
<DOCUMENT>
<TYPE>4
<SEQUENCE>1
<FILENAME>doc1.xml
<DESCRIPTION>FORM 4
<TEXT>
<XML>
<?xml version="1.0"?>
<ownershipDocument>
    <schemaVersion>X0201</schemaVersion>

    <documentType>4</documentType>
<periodOfReport>2004-01-01</periodOfReport>
<notSubjectToSection16>0</notSubjectToSection16>
    <issuer>
        <issuerCik>0000949870</issuerCik>
        <issuerName>BOSTON BEER CO INC</issuerName>
        <issuerTradingSymbol>SAM</issuerTradingSymbol>
</issuer>
<reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001008079</rptOwnerCik>
            <rptOwnerName>KOCH C JAMES</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>C/O THE BOSTON BEER COMPANY</rptOwnerStreet1>
            <rptOwnerStreet2>75 ARLINGTON STREET</rptOwnerStreet2>
            <rptOwnerCity>BOSTON, MA</rptOwnerCity>
            <rptOwnerState>X1</rptOwnerState>
            <rptOwnerZipCode>02116</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
            <reportingOwnerRelationship>
<isDirector>1</isDirector>
<isOfficer>1</isOfficer>
<isTenPercentOwner>1</isTenPercentOwner>
<isOther>0</isOther>
<officerTitle>Chairman</officerTitle>
<otherText></otherText>
</reportingOwnerRelationship>
</reportingOwner>
<nonDerivativeTable>
<nonDerivativeTransaction>
<securityTitle>
<value>Class A Common</value>
</securityTitle>
<transactionDate>
<value>2004-01-01</value>
</transactionDate>
<deemedExecutionDate>
</deemedExecutionDate>
<transactionCoding>
<transactionFormType>4</transactionFormType>
<transactionCode>M</transactionCode>
<equitySwapInvolved>0</equitySwapInvolved>
</transactionCoding>
<transactionTimeliness>
<value></value>
</transactionTimeliness>
<transactionAmounts>
<transactionShares>
<value>448</value>
</transactionShares>
<transactionPricePerShare>
<value>5.0625</value>
</transactionPricePerShare>
<transactionAcquiredDisposedCode>
<value>A</value>
</transactionAcquiredDisposedCode>
</transactionAmounts>
<postTransactionAmounts>
<sharesOwnedFollowingTransaction>
<value>681735</value>
</sharesOwnedFollowingTransaction>
</postTransactionAmounts>
<ownershipNature>
<directOrIndirectOwnership>
<value>D</value>
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<value></value>
</natureOfOwnership>
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<transactionDate>
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<deemedExecutionDate>
</deemedExecutionDate>
<transactionCoding>
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<equitySwapInvolved>0</equitySwapInvolved>
</transactionCoding>
<transactionTimeliness>
<value></value>
</transactionTimeliness>
<transactionAmounts>
<transactionShares>
<value>861</value>
</transactionShares>
<transactionPricePerShare>
<value>4.2938</value>
</transactionPricePerShare>
<transactionAcquiredDisposedCode>
<value>A</value>
</transactionAcquiredDisposedCode>
</transactionAmounts>
<postTransactionAmounts>
<sharesOwnedFollowingTransaction>
<value>682596</value>
</sharesOwnedFollowingTransaction>
</postTransactionAmounts>
<ownershipNature>
<directOrIndirectOwnership>
<value>D</value>
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<value></value>
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<nonDerivativeTransaction>
<securityTitle>
<value>Class A Common</value>
</securityTitle>
<transactionDate>
<value>2004-01-01</value>
</transactionDate>
<deemedExecutionDate>
</deemedExecutionDate>
<transactionCoding>
<transactionFormType>4</transactionFormType>
<transactionCode>M</transactionCode>
<equitySwapInvolved>0</equitySwapInvolved>
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<transactionTimeliness>
<value></value>
</transactionTimeliness>
<transactionAmounts>
<transactionShares>
<value>713</value>
</transactionShares>
<transactionPricePerShare>
<value>5.3063</value>
</transactionPricePerShare>
<transactionAcquiredDisposedCode>
<value>A</value>
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<sharesOwnedFollowingTransaction>
<value>683309</value>
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<ownershipNature>
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</nonDerivativeTransaction>
<nonDerivativeTransaction>
<securityTitle>
<value>Class A Common</value>
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<transactionDate>
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</transactionDate>
<deemedExecutionDate>
</deemedExecutionDate>
<transactionCoding>
<transactionFormType>4</transactionFormType>
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<equitySwapInvolved>0</equitySwapInvolved>
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<transactionTimeliness>
<value></value>
</transactionTimeliness>
<transactionAmounts>
<transactionShares>
<value>402</value>
</transactionShares>
<transactionPricePerShare>
<value>10.527</value>
</transactionPricePerShare>
<transactionAcquiredDisposedCode>
<value>A</value>
</transactionAcquiredDisposedCode>
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<sharesOwnedFollowingTransaction>
<value>683711</value>
</sharesOwnedFollowingTransaction>
</postTransactionAmounts>
<ownershipNature>
<directOrIndirectOwnership>
<value>D</value>
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<natureOfOwnership>
<value></value>
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<nonDerivativeTransaction>
<securityTitle>
<value>ClassA Common</value>
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<transactionDate>
<value>2004-01-01</value>
</transactionDate>
<deemedExecutionDate>
</deemedExecutionDate>
<transactionCoding>
<transactionFormType>4</transactionFormType>
<transactionCode>M</transactionCode>
<equitySwapInvolved>0</equitySwapInvolved>
</transactionCoding>
<transactionTimeliness>
<value></value>
</transactionTimeliness>
<transactionAmounts>
<transactionShares>
<value>945</value>
</transactionShares>
<transactionPricePerShare>
<value>8.68</value>
</transactionPricePerShare>
<transactionAcquiredDisposedCode>
<value>A</value>
</transactionAcquiredDisposedCode>
</transactionAmounts>
<postTransactionAmounts>
<sharesOwnedFollowingTransaction>
<value>684656</value>
</sharesOwnedFollowingTransaction>
</postTransactionAmounts>
<ownershipNature>
<directOrIndirectOwnership>
<value>D</value>
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<natureOfOwnership>
<value></value>
</natureOfOwnership>
</ownershipNature>
</nonDerivativeTransaction>
</nonDerivativeTable>
<derivativeTable>
<derivativeTransaction>
<securityTitle>
<value>Restricted Stock Purchase</value>
</securityTitle>
<conversionOrExercisePrice>
<value>5.0625</value>
</conversionOrExercisePrice>
<transactionDate>
<value>2004-01-01</value>
</transactionDate>
<deemedExecutionDate>
</deemedExecutionDate>
<transactionCoding>
<transactionFormType>4</transactionFormType>
<transactionCode>M</transactionCode>
<equitySwapInvolved>0</equitySwapInvolved>
</transactionCoding>
<transactionTimeliness>
<value></value>
</transactionTimeliness>
<transactionAmounts>
<transactionShares>
<value>448</value>
</transactionShares>
<transactionPricePerShare>
<value>5.0625</value>
</transactionPricePerShare>
<transactionAcquiredDisposedCode>
<value>D</value>
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</transactionAmounts>
<exerciseDate>
<footnoteId id="F1"/>
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<expirationDate>
<footnoteId id="F1"/>
</expirationDate>
<underlyingSecurity>
<underlyingSecurityTitle>
<value>Class A Common</value>
</underlyingSecurityTitle>
<underlyingSecurityShares>
<value>2237</value>
</underlyingSecurityShares>
</underlyingSecurity>
<postTransactionAmounts>
<sharesOwnedFollowingTransaction>
<value>0</value>
</sharesOwnedFollowingTransaction>
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<ownershipNature>
<directOrIndirectOwnership>
<value>D</value>
</directOrIndirectOwnership>
<natureOfOwnership>
<value></value>
</natureOfOwnership>
</ownershipNature>
</derivativeTransaction>
<derivativeTransaction>
<securityTitle>
<value>Restricted Stock Purchase</value>
</securityTitle>
<conversionOrExercisePrice>
<value>4.2938</value>
</conversionOrExercisePrice>
<transactionDate>
<value>2004-01-01</value>
</transactionDate>
<deemedExecutionDate>
</deemedExecutionDate>
<transactionCoding>
<transactionFormType>4</transactionFormType>
<transactionCode>M</transactionCode>
<equitySwapInvolved>0</equitySwapInvolved>
</transactionCoding>
<transactionTimeliness>
<value></value>
</transactionTimeliness>
<transactionAmounts>
<transactionShares>
<value>861</value>
</transactionShares>
<transactionPricePerShare>
<value>4.2938</value>
</transactionPricePerShare>
<transactionAcquiredDisposedCode>
<value>D</value>
</transactionAcquiredDisposedCode>
</transactionAmounts>
<exerciseDate>
<footnoteId id="F1"/>
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<expirationDate>
<footnoteId id="F1"/>
</expirationDate>
<underlyingSecurity>
<underlyingSecurityTitle>
<value>Class A Common</value>
</underlyingSecurityTitle>
<underlyingSecurityShares>
<value>4307</value>
</underlyingSecurityShares>
</underlyingSecurity>
<postTransactionAmounts>
<sharesOwnedFollowingTransaction>
<value>863</value>
</sharesOwnedFollowingTransaction>
</postTransactionAmounts>
<ownershipNature>
<directOrIndirectOwnership>
<value>D</value>
</directOrIndirectOwnership>
<natureOfOwnership>
<value></value>
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<derivativeTransaction>
<securityTitle>
<value>Restricted Stock Purchase</value>
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<conversionOrExercisePrice>
<value>5.3063</value>
</conversionOrExercisePrice>
<transactionDate>
<value>2004-01-01</value>
</transactionDate>
<deemedExecutionDate>
</deemedExecutionDate>
<transactionCoding>
<transactionFormType>4</transactionFormType>
<transactionCode>M</transactionCode>
<equitySwapInvolved>0</equitySwapInvolved>
</transactionCoding>
<transactionTimeliness>
<value></value>
</transactionTimeliness>
<transactionAmounts>
<transactionShares>
<value>713</value>
</transactionShares>
<transactionPricePerShare>
<value>5.3063</value>
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<transactionAcquiredDisposedCode>
<value>D</value>
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<exerciseDate>
<footnoteId id="F1"/>
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<expirationDate>
<footnoteId id="F1"/>
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<underlyingSecurity>
<underlyingSecurityTitle>
<value>Class A Common</value>
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<underlyingSecurityShares>
<value>3567</value>
</underlyingSecurityShares>
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<sharesOwnedFollowingTransaction>
<value>1428</value>
</sharesOwnedFollowingTransaction>
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<directOrIndirectOwnership>
<value>D</value>
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<value></value>
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<derivativeTransaction>
<securityTitle>
<value>Restricted Stock Purchase</value>
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<conversionOrExercisePrice>
<value>10.527</value>
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<transactionDate>
<value>2004-01-01</value>
</transactionDate>
<deemedExecutionDate>
</deemedExecutionDate>
<transactionCoding>
<transactionFormType>4</transactionFormType>
<transactionCode>M</transactionCode>
<equitySwapInvolved>0</equitySwapInvolved>
</transactionCoding>
<transactionTimeliness>
<value></value>
</transactionTimeliness>
<transactionAmounts>
<transactionShares>
<value>402</value>
</transactionShares>
<transactionPricePerShare>
<value>10.527</value>
</transactionPricePerShare>
<transactionAcquiredDisposedCode>
<value>D</value>
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<exerciseDate>
<footnoteId id="F1"/>
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<expirationDate>
<footnoteId id="F1"/>
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<underlyingSecurity>
<underlyingSecurityTitle>
<value>Class A Common</value>
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<underlyingSecurityShares>
<value>2010</value>
</underlyingSecurityShares>
</underlyingSecurity>
<postTransactionAmounts>
<sharesOwnedFollowingTransaction>
<value>1206</value>
</sharesOwnedFollowingTransaction>
</postTransactionAmounts>
<ownershipNature>
<directOrIndirectOwnership>
<value>D</value>
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<natureOfOwnership>
<value></value>
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<derivativeTransaction>
<securityTitle>
<value>Restricted Stock Purchase</value>
</securityTitle>
<conversionOrExercisePrice>
<value>8.68</value>
</conversionOrExercisePrice>
<transactionDate>
<value>2004-01-01</value>
</transactionDate>
<deemedExecutionDate>
</deemedExecutionDate>
<transactionCoding>
<transactionFormType>4</transactionFormType>
<transactionCode>M</transactionCode>
<equitySwapInvolved>0</equitySwapInvolved>
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<transactionTimeliness>
<value></value>
</transactionTimeliness>
<transactionAmounts>
<transactionShares>
<value>945</value>
</transactionShares>
<transactionPricePerShare>
<value>8.68</value>
</transactionPricePerShare>
<transactionAcquiredDisposedCode>
<value>D</value>
</transactionAcquiredDisposedCode>
</transactionAmounts>
<exerciseDate>
<footnoteId id="F1"/>
</exerciseDate>
<expirationDate>
<footnoteId id="F1"/>
</expirationDate>
<underlyingSecurity>
<underlyingSecurityTitle>
<value>Class A Common</value>
</underlyingSecurityTitle>
<underlyingSecurityShares>
<value>4729</value>
</underlyingSecurityShares>
</underlyingSecurity>
<postTransactionAmounts>
<sharesOwnedFollowingTransaction>
<value>3784</value>
</sharesOwnedFollowingTransaction>
</postTransactionAmounts>
<ownershipNature>
<directOrIndirectOwnership>
<value>D</value>
</directOrIndirectOwnership>
<natureOfOwnership>
<value></value>
</natureOfOwnership>
</ownershipNature>
</derivativeTransaction>
</derivativeTable>
<footnotes>
<footnote id="F1">Reflects vesting of Restricted Stock purchase made pursuant to the Investment Share Program under the issuer&#039;s Employee Equity Incentive Plan.  Shares vest at 20% each year over 5 years from date of purchase.</footnote>
</footnotes>
<remarks></remarks>
<ownerSignature>
<signatureName>Kathleen H. Wade under Power of Attorney on behalf of C. James Koch</signatureName>
<signatureDate>2004-01-05</signatureDate>
</ownerSignature>
</ownershipDocument>

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</TEXT>
</DOCUMENT>
</SEC-DOCUMENT>
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