-----BEGIN PRIVACY-ENHANCED MESSAGE-----
Proc-Type: 2001,MIC-CLEAR
Originator-Name: webmaster@www.sec.gov
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 TWSM7vrzLADbmYQaionwg5sDW3P6oaM5D3tdezXMm7z1T+B+twIDAQAB
MIC-Info: RSA-MD5,RSA,
 J13SvimTPdu+gjoK/ADt4Y6YmxuJI2RuUJd2U7tp9NQ6eSClXgTUtFsB+GUQTQSX
 YCRT0odb4C77hWJOb1txEA==

<SEC-DOCUMENT>0001140361-07-021844.txt : 20071114
<SEC-HEADER>0001140361-07-021844.hdr.sgml : 20071114
<ACCEPTANCE-DATETIME>20071114113303
ACCESSION NUMBER:		0001140361-07-021844
CONFORMED SUBMISSION TYPE:	4
PUBLIC DOCUMENT COUNT:		1
CONFORMED PERIOD OF REPORT:	20071114
FILED AS OF DATE:		20071114
DATE AS OF CHANGE:		20071114

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:		ONE DESIGN CENTER PLACE
		STREET 2:		SUITE 850
		CITY:			BOSTON
		STATE:			MA
		ZIP:			02210
		BUSINESS PHONE:		617-368-5061

	MAIL ADDRESS:	
		STREET 1:		ONE DESIGN CENTER PLACE
		STREET 2:		SUITE 850
		CITY:			BOSTON
		STATE:			MA
		ZIP:			02210

REPORTING-OWNER:	

	OWNER DATA:	
		COMPANY CONFORMED NAME:			Lance Thomas W
		CENTRAL INDEX KEY:			0001387050

	FILING VALUES:
		FORM TYPE:		4
		SEC ACT:		1934 Act
		SEC FILE NUMBER:	001-14092
		FILM NUMBER:		071241838

	BUSINESS ADDRESS:	
		BUSINESS PHONE:		617-368-5000

	MAIL ADDRESS:	
		STREET 1:		12 ALLEN AVENUE
		CITY:			MANCHESTER
		STATE:			MA
		ZIP:			01944
</SEC-HEADER>
<DOCUMENT>
<TYPE>4
<SEQUENCE>1
<FILENAME>doc1.xml
<DESCRIPTION>FORM 4
<TEXT>
<XML>
<?xml version="1.0"?>
<ownershipDocument>

    <schemaVersion>X0202</schemaVersion>

    <documentType>4</documentType>

    <periodOfReport>2007-11-14</periodOfReport>

    <notSubjectToSection16>0</notSubjectToSection16>

    <issuer>
        <issuerCik>0000949870</issuerCik>
        <issuerName>BOSTON BEER CO INC</issuerName>
        <issuerTradingSymbol>SAM</issuerTradingSymbol>
    </issuer>

    <reportingOwner>
        <reportingOwnerId>
            <rptOwnerCik>0001387050</rptOwnerCik>
            <rptOwnerName>Lance Thomas W</rptOwnerName>
        </reportingOwnerId>
        <reportingOwnerAddress>
            <rptOwnerStreet1>ONE DESIGN CENTER PLACE</rptOwnerStreet1>
            <rptOwnerStreet2>SUITE 850</rptOwnerStreet2>
            <rptOwnerCity>BOSTON, MA</rptOwnerCity>
            <rptOwnerState>X1</rptOwnerState>
            <rptOwnerZipCode>02210</rptOwnerZipCode>
            <rptOwnerStateDescription></rptOwnerStateDescription>
        </reportingOwnerAddress>
        <reportingOwnerRelationship>
            <isDirector>0</isDirector>
            <isOfficer>1</isOfficer>
            <isTenPercentOwner>0</isTenPercentOwner>
            <isOther>0</isOther>
            <officerTitle>VP Operations</officerTitle>
            <otherText></otherText>
        </reportingOwnerRelationship>
    </reportingOwner>

    <nonDerivativeTable>
        <nonDerivativeTransaction>
            <securityTitle>
                <value>Class A Common</value>
            </securityTitle>
            <transactionDate>
                <value>2007-11-14</value>
            </transactionDate>
            <deemedExecutionDate></deemedExecutionDate>
            <transactionCoding>
                <transactionFormType>4</transactionFormType>
                <transactionCode>P</transactionCode>
                <equitySwapInvolved>0</equitySwapInvolved>
            </transactionCoding>
            <transactionTimeliness>
                <value></value>
            </transactionTimeliness>
            <transactionAmounts>
                <transactionShares>
                    <value>5000</value>
                </transactionShares>
                <transactionPricePerShare>
                    <value>36.24</value>
                </transactionPricePerShare>
                <transactionAcquiredDisposedCode>
                    <value>A</value>
                </transactionAcquiredDisposedCode>
            </transactionAmounts>
            <postTransactionAmounts>
                <sharesOwnedFollowingTransaction>
                    <value>5000</value>
                </sharesOwnedFollowingTransaction>
            </postTransactionAmounts>
            <ownershipNature>
                <directOrIndirectOwnership>
                    <value>D</value>
                </directOrIndirectOwnership>
                <natureOfOwnership>
                    <value></value>
                </natureOfOwnership>
            </ownershipNature>
        </nonDerivativeTransaction>
    </nonDerivativeTable>

    <remarks></remarks>

    <ownerSignature>
        <signatureName>Thomas W. Lance</signatureName>
        <signatureDate>2007-11-14</signatureDate>
    </ownerSignature>
</ownershipDocument>
</XML>
</TEXT>
</DOCUMENT>
</SEC-DOCUMENT>
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