Boston Beer (NYSE: SAM) adopts $25M Rule 10b5-1 repurchase plan

Rhea-AI Filing Summary

The Boston Beer Company, Inc. adopted a new share repurchase plan. On May 15, 2026, the company entered into a Rule 10b5-1 plan authorizing the repurchase of up to $25 million of its Class A Common Stock. The plan covers the period from June 29, 2026 through September 25, 2026, allowing shares to be repurchased under a pre-arranged trading program during that window.

Insights

Equity Capital Markets Analyst

Boston Beer sets a pre-planned $25M stock repurchase window.

The Boston Beer Company adopted a Rule 10b5-1 plan on May 15, 2026 to repurchase up to $25 million of Class A Common Stock between June 29, 2026 and September 25, 2026. Rule 10b5-1 plans automate trading under preset instructions.

This structure typically reduces concerns about trade timing because purchases follow a preset schedule rather than discretionary decisions. The actual impact on share count and trading liquidity will depend on how much of the authorized amount is ultimately repurchased within the plan’s term.

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.

Key Figures

Repurchase authorization: $25 million Plan adoption date: May 15, 2026 Plan start date: June 29, 2026 +1 more

4 metrics

Repurchase authorization $25 million Maximum amount of Class A Common Stock to be repurchased

Plan adoption date May 15, 2026 Date company entered into Rule 10b5-1 repurchase plan

Plan start date June 29, 2026 Beginning of 10b5-1 repurchase period

Plan end date September 25, 2026 End of 10b5-1 repurchase period

Key Terms

Rule 10b5-1 plan, Item 8.01 Other Events, Class A Common Stock

3 terms

Rule 10b5-1 plan regulatory

"the Company entered into a 10b5-1 plan to repurchase up to $25 million"

A Rule 10b5-1 plan is a prearranged, written schedule that lets corporate insiders buy or sell company stock at set times or amounts, even if they later learn material nonpublic information. Think of it like setting an automatic thermostat for trades: it creates a clear record that trades were planned in advance, reducing the risk of insider-trading accusations and helping investors trust that insider transactions are routine rather than based on secret information.

Item 8.01 Other Events regulatory

"Item 8.01 Other Events. On May 15, 2026, the Company entered into a 10b5-1 plan"

Class A Common Stock financial

"plan to repurchase up to $25 million of the Company’s Class A Common Stock"

Class A common stock is a category of a company’s shares that carries a specific set of ownership rights—most commonly defined voting power and claims on dividends—set out in the company’s charter. For investors it matters because the class determines how much influence you have over corporate decisions, the share’s likely dividend and trading behavior, and how it compares in value to other share classes, like choosing a particular seat with different privileges at the company’s decision-making table.

Understanding 8-K Material Events →

0000949870false00009498702026-05-152026-05-15

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): May 15, 2026

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 May 15, 2026, 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 June 29, 2026 and ending September 25, 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:	May 19, 2026	By:	/s/ Jim Koch
			Name: C. James Koch Title: Chairman, President & CEO

FAQ

What stock repurchase plan did The Boston Beer Company (SAM) adopt?

The Boston Beer Company adopted a Rule 10b5-1 plan to repurchase up to $25 million of its Class A Common Stock. This pre-arranged program sets trading instructions in advance, guiding buybacks within a defined period and helping manage repurchases in a systematic way.

What is the time frame of Boston Beer’s new $25 million buyback plan?

The repurchase plan covers trades from June 29, 2026 through September 25, 2026. Within this window, the Rule 10b5-1 program allows Boston Beer to buy back shares of its Class A Common Stock according to pre-set instructions and conditions.

How much stock can Boston Beer repurchase under the 2026 10b5-1 plan?

The plan authorizes repurchases of up to $25 million of Boston Beer’s Class A Common Stock. This is a maximum authorization amount; the total actually repurchased will depend on trading under the Rule 10b5-1 instructions during the plan period.

What type of shares are covered by Boston Beer’s new repurchase plan?

The plan applies to Class A Common Stock of The Boston Beer Company. Under the Rule 10b5-1 arrangement, the company may buy back these shares on the market, up to the authorized dollar amount, within the specified 2026 trading window.

Who authorized the Boston Beer 10b5-1 repurchase plan disclosed in the 8-K?

The filing states that The Boston Beer Company, Inc. entered into the 10b5-1 plan on May 15, 2026. The report is signed on the company’s behalf by C. James Koch, its Chairman, President and Chief Executive Officer, reflecting authorized corporate action.

Filing Exhibits & Attachments

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