<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-28-1996
<PERIOD-START>                             JAN-01-1996
<PERIOD-END>                               MAR-30-1996
<CASH>                                          32,599
<SECURITIES>                                         0
<RECEIVABLES>                                   24,473
<ALLOWANCES>                                         0
<INVENTORY>                                     12,708
<CURRENT-ASSETS>                                71,635
<PP&E>                                           8,465
<DEPRECIATION>                                       0
<TOTAL-ASSETS>                                  84,103
<CURRENT-LIABILITIES>                           24,712
<BONDS>                                              0
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                           197<F1>
<OTHER-SE>                                      57,319
<TOTAL-LIABILITY-AND-EQUITY>                    84,103
<SALES>                                         48,276
<TOTAL-REVENUES>                                43,129
<CGS>                                           21,865
<TOTAL-COSTS>                                   38,877
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                  57
<INCOME-PRETAX>                                  4,686
<INCOME-TAX>                                     2,046
<INCOME-CONTINUING>                              2,640
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                     2,640
<EPS-PRIMARY>                                     0.13
<EPS-DILUTED>                                     0.13
<FN>
<F1>THIS NUMBER INCLUDES 15,643,664 SHARES OF CLASS A COMMON STOCK WITH A PAR VALUE
OF $156,000 AND 4,107,355 SHARES OF CLASS B STOCK WITH A PAR VALUE OF $41,000.
</FN>