<ARTICLE> 5
<LEGEND>
SUMMARY FINANCIAL INFORMATION EXTRACTED FROM THE BOSTON BEER COMPANY,INC.'S
CONSOLIDATED BALANCE SHEET AND CONSOLIDATED STATEMENTS OF OPERATIONS AND IS
QUALIFIED IN ITS ENTIRETY BY REFERENCE TO THE FINANCIAL STATEMENTS.
</LEGEND>
<MULTIPLIER> 1,000
       
                             
<PERIOD-TYPE>                   3-MOS
<FISCAL-YEAR-END>                          DEC-27-1997
<PERIOD-START>                             DEC-28-1996
<PERIOD-END>                               MAR-29-1997
<CASH>                                              32
<SECURITIES>                                    35,536
<RECEIVABLES>                                   21,089
<ALLOWANCES>                                   (1,953)
<INVENTORY>                                     14,254
<CURRENT-ASSETS>                                73,876
<PP&E>                                          29,069
<DEPRECIATION>                                 (7,378)
<TOTAL-ASSETS>                                 101,437
<CURRENT-LIABILITIES>                           34,058
<BONDS>                                              0
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                           201<F1>
<OTHER-SE>                                      65,378
<TOTAL-LIABILITY-AND-EQUITY>                   101,437
<SALES>                                         46,799
<TOTAL-REVENUES>                                41,855
<CGS>                                           21,907
<TOTAL-COSTS>                                   39,395
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                 108
<INCOME-PRETAX>                                  2,810
<INCOME-TAX>                                     1,230
<INCOME-CONTINUING>                              1,580
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     1,580
<EPS-PRIMARY>                                     0.08
<EPS-DILUTED>                                     0.08
<FN>
<F1>THIS NUMBER INCLUDES 15,969,840 SHARES OF CLASS A COMMON STOCK WITH A PAR VALUE
OF $160,000 AND 4,107,355 SHARES OF CLASS B STOCK WITH A PAR VALUE OF $41,000.
</FN>