<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>                   9-MOS
<FISCAL-YEAR-END>                          DEC-28-1996
<PERIOD-START>                             JAN-01-1996
<PERIOD-END>                               SEP-28-1996
<CASH>                                          32,606
<SECURITIES>                                     3,875
<RECEIVABLES>                                   21,320
<ALLOWANCES>                                     (808)
<INVENTORY>                                     14,262
<CURRENT-ASSETS>                                74,407
<PP&E>                                          18,239
<DEPRECIATION>                                 (5,405)
<TOTAL-ASSETS>                                  92,329
<CURRENT-LIABILITIES>                           28,221
<BONDS>                                              0
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                           200<F1>
<OTHER-SE>                                      62,108
<TOTAL-LIABILITY-AND-EQUITY>                    92,329
<SALES>                                        160,457
<TOTAL-REVENUES>                               143,312
<CGS>                                           71,831
<TOTAL-COSTS>                                  131,570
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                 182
<INCOME-PRETAX>                                 12,983
<INCOME-TAX>                                     5,686
<INCOME-CONTINUING>                              7,297
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     7,297
<EPS-PRIMARY>                                     0.37
<EPS-DILUTED>                                     0.36
<FN>
<F1>THIS NUMBER INCLUDES 15,869,555 SHARES OF CLASS A COMMON STOCK WITH A PAR VALUE
OF $159,000 AND 4,107,355 SHARES OF CLASS B STOCK WITH A PAR VALUE OF $41,000.
</FN>