<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>                   12-MOS
<FISCAL-YEAR-END>                          DEC-28-1996
<PERIOD-START>                             JAN-01-1996
<PERIOD-END>                               DEC-28-1996
<CASH>                                           5,060
<SECURITIES>                                    35,926
<RECEIVABLES>                                   18,109
<ALLOWANCES>                                   (1,930)
<INVENTORY>                                     13,002
<CURRENT-ASSETS>                                77,691
<PP&E>                                          21,043
<DEPRECIATION>                                 (6,412)
<TOTAL-ASSETS>                                  96,553
<CURRENT-LIABILITIES>                           29,922
<BONDS>                                              0
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                           201<F1>
<OTHER-SE>                                      64,627
<TOTAL-LIABILITY-AND-EQUITY>                    96,553
<SALES>                                        213,879
<TOTAL-REVENUES>                               191,116
<CGS>                                           95,786
<TOTAL-COSTS>                                  177,959
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                 236
<INCOME-PRETAX>                                 14,871
<INCOME-TAX>                                     6,486
<INCOME-CONTINUING>                              8,385
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     8,385
<EPS-PRIMARY>                                     0.42
<EPS-DILUTED>                                     0.41
<FN>
<F1>THIS NUMBER INCLUDES 15,972,058 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>