The Boston Beer Company, Inc. filed an 8-K on August 11, 2026, disclosing that it entered into a 10b5-1 plan on August 10, 2026, to repurchase up to $25 million of its Class A Common Stock between September 28, 2026, and December 25, 2026.

Key Highlights

  • Repurchase amount: The company entered a plan to repurchase up to $25 million of Class A Common Stock.
  • Plan type: The repurchase will be conducted under a 10b5-1 plan, adopted on August 10, 2026.
  • Repurchase window: The plan commences September 28, 2026, and ends December 25, 2026.
  • Security class: Class A Common Stock, $0.01 par value, listed on the New York Stock Exchange under the symbol SAM.
  • Signed by: C. James Koch, Founder, Brewer, President, CEO, and Chairman of The Boston Beer Company, Inc.

Boston Beer Adopts 10b5-1 Plan for Class A Common Stock Buyback

According to the filing, The Boston Beer Company, Inc. (NYSE:SAM) reported under Item 8.01 (Other Events) that on August 10, 2026, the company entered into a 10b5-1 plan. The plan authorizes the repurchase of up to $25 million of the company's Class A Common Stock over a defined period commencing September 28, 2026, and ending December 25, 2026.

A 10b5-1 plan, as referenced in the filing, is a pre-established written plan that allows a company to repurchase its own shares at times when it might otherwise be restricted from doing so under insider trading rules. The filing does not specify the number of shares to be repurchased, only the maximum dollar amount of up to $25 million. No further details regarding pricing parameters or broker arrangements were disclosed in this report.

The 8-K was signed on behalf of the registrant by C. James Koch, identified in the filing as Founder, Brewer, President, CEO, and Chairman of The Boston Beer Company, Inc., headquartered at One Design Center Place, Suite 850, Boston, Massachusetts 02210.

What Was Disclosed

The Boston Beer Company filed an 8-K disclosing the adoption of a 10b5-1 repurchase plan on August 10, 2026, covering up to $25 million of Class A Common Stock, with the repurchase window running from September 28 to December 25, 2026.