<ARTICLE> 5
<LEGEND>
This schedule contains summary financial information extracted from The Boston
Beer Company, Inc.'s consolidated balance sheet and consolidated statements of
income and is qualified in its entirety by reference to such financial
statements.
</LEGEND>
<MULTIPLIER> 1,000
<CURRENCY> US DOLLAR
       
                             
<PERIOD-TYPE>                   12-MOS
<FISCAL-YEAR-END>                          DEC-28-1996
<PERIOD-START>                             JAN-01-1996
<PERIOD-END>                               DEC-28-1996
<EXCHANGE-RATE>                                  1.000
<CASH>                                            5060
<SECURITIES>                                     35926
<RECEIVABLES>                                    18109
<ALLOWANCES>                                      1930
<INVENTORY>                                      13002
<CURRENT-ASSETS>                                 77691
<PP&E>                                           21043
<DEPRECIATION>                                    6412
<TOTAL-ASSETS>                                   96553
<CURRENT-LIABILITIES>                            29922
<BONDS>                                           1800
<PREFERRED-MANDATORY>                                0
<PREFERRED>                                          0
<COMMON>                                           201
<OTHER-SE>                                       64630
<TOTAL-LIABILITY-AND-EQUITY>                     96553
<SALES>                                         213879
<TOTAL-REVENUES>                                191116
<CGS>                                            95786
<TOTAL-COSTS>                                   177959
<OTHER-EXPENSES>                                     0
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                                 236
<INCOME-PRETAX>                                  14871
<INCOME-TAX>                                      6486
<INCOME-CONTINUING>                              13157
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                      8385
<EPS-PRIMARY>                                      .41
<EPS-DILUTED>                                      .41