SAM sets Rule 10b5-1 repurchase plan, ceiling of $25M

Rhea-AI Filing Summary

The Boston Beer Company (SAM) adopted a Rule 10b5-1 share repurchase plan. The plan authorizes the repurchase of up to $25 million of Class A Common Stock during the window commencing December 29, 2025 and ending March 27, 2026.

A 10b5-1 plan pre-sets trading instructions so purchases can occur on a scheduled basis, independent of day-to-day management decisions. The announcement outlines a maximum dollar amount and specific dates; actual repurchases will occur pursuant to the plan’s preset parameters.

Insights

Equity Capital Markets Analyst

Pre-set buyback plan: up to $25,000,000 over a defined window.

Boston Beer established a Rule 10b5-1 plan to repurchase up to $25 million of Class A shares between Dec 29, 2025 and Mar 27, 2026. These plans automate trades under predetermined instructions, permitting purchases even during blackout periods.

The filing specifies the ceiling and timing but not daily pacing or pricing mechanics. Actual impact depends on execution under the plan’s terms and prevailing market conditions.

8-K Event Classification

Item 8.01 — Other Events

1 item

Item 8.01 Other Events Other

Voluntary disclosure of events the company deems important to shareholders but not covered by other items.

FAQ

What did Boston Beer (SAM) announce?

It entered into a Rule 10b5-1 plan to repurchase up to $25 million of its Class A Common Stock.

What is the timeframe for SAM’s 10b5-1 repurchase plan?

The plan runs from December 29, 2025 through March 27, 2026.

How much stock can SAM buy under this plan?

Up to $25 million of Class A Common Stock.

What is a Rule 10b5-1 plan?

It is a pre-arranged trading plan that sets purchase instructions in advance, allowing trades under defined parameters.

Does this announcement mean immediate share repurchases?

It sets a plan and maximum amount; purchases occur pursuant to the plan’s preset terms within the stated dates.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Accepted by SEC EDGAR 11/12/2025 - 04:10 PM Learn about SEC filing dates

0000949870false00009498702025-11-072025-11-07

UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
WASHINGTON, D.C. 20549

FORM 8-K

CURRENT REPORT

Pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934

Date of Report (Date of earliest event reported): November 07, 2025

The Boston Beer Company, Inc.

(Exact name of Registrant as Specified in Its Charter)

Massachusetts			001-14092	04-3284048
(State or Other Jurisdiction of Incorporation)			(Commission File Number)	(IRS Employer Identification No.)
One Design Center Place Suite 850
Boston, Massachusetts				02210
(Address of Principal Executive Offices)				(Zip Code)

Registrant’s Telephone Number, Including Area Code: (617) 368-5000

(Former Name or Former Address, if Changed Since Last Report)

Check the appropriate box below if the Form 8-K filing is intended to simultaneously satisfy the filing obligation of the registrant under any of the following provisions:

☐Written communications pursuant to Rule 425 under the Securities Act (17 CFR 230.425)

☐Soliciting material pursuant to Rule 14a-12 under the Exchange Act (17 CFR 240.14a-12)

☐Pre-commencement communications pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240.14d-2(b))

☐Pre-commencement communications pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240.13e-4(c))

Securities registered pursuant to Section 12(b) of the Act:

Title of each class		Trading Symbol(s)		Name of each exchange on which registered
Class A Common Stock. $0.01 par value		SAM		The New York Stock Exchange

Indicate by check mark whether the registrant is an emerging growth company as defined in Rule 405 of the Securities Act of 1933 (§ 230.405 of this chapter) or Rule 12b-2 of the Securities Exchange Act of 1934 (§ 240.12b-2 of this chapter).

Emerging growth company ☐

If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period for complying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act. ☐

Item 8.01 Other Events.

On November 7, 2025, the Company entered into a 10b5-1 plan to repurchase up to $25 million of the Company’s Class A Common Stock during the period commencing December 29, 2025 and ending March 27, 2026.

SIGNATURES

Pursuant to the requirements of the Securities Exchange Act of 1934, the registrant has duly caused this report to be signed on its behalf by the undersigned hereunto duly authorized.

			The Boston Beer Company, Inc.
Date:	November 12, 2025	By:	/s/ C. James Koch
			Name: C. James Koch Title: Chairman, President & CEO