<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>                   6-MOS
<FISCAL-YEAR-END>                          DEC-28-1996
<PERIOD-START>                             JAN-01-1996
<PERIOD-END>                               JUN-29-1996
<CASH>                                          34,480
<SECURITIES>                                         0
<RECEIVABLES>                                   26,063
<ALLOWANCES>                                     (703)
<INVENTORY>                                     11,923
<CURRENT-ASSETS>                                74,159
<PP&E>                                          14,582
<DEPRECIATION>                                 (4,675)
<TOTAL-ASSETS>                                  89,324
<CURRENT-LIABILITIES>                           27,479
<BONDS>                                              0
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                           200<F1>
<OTHER-SE>                                      59,770
<TOTAL-LIABILITY-AND-EQUITY>                    89,324
<SALES>                                        108,858
<TOTAL-REVENUES>                                97,199
<CGS>                                           48,930
<TOTAL-COSTS>                                   89,148
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                 125
<INCOME-PRETAX>                                  8,855
<INCOME-TAX>                                     3,854
<INCOME-CONTINUING>                              5,001
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     5,001
<EPS-PRIMARY>                                     0.25
<EPS-DILUTED>                                     0.25
<FN>
<F1>THIS NUMBER INCLUDES 15,870,796 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>