Form 4: Boston Beer VP Sells Shares Under 10b5-1 Plan

Annette N. Fritsch, VP of Product Design and R&D at Boston Beer Co Inc, reported the sale of 600 shares of Class A Common stock.

Summary

• Annette N. Fritsch, VP of Product Design and R&D for Boston Beer Co Inc (SAM), reported the sale of Class A Common stock.
• On August 8, 2025, 464 shares were sold at a weighted average price of $219.04 per share, with prices ranging from $218.53 to $219.50.
• On the same date, an additional 136 shares were sold at a weighted average price of $219.94 per share, with prices ranging from $219.53 to $219.94.
• Following these transactions, Annette N. Fritsch beneficially owns 9,715 shares of Class A Common stock.
• Of the beneficially owned shares, 9,455 shares are restricted stock subject to vesting conditions.
• The transactions were made pursuant to a contract, instruction, or written plan for the purchase or sale of equity securities of the issuer, intended to satisfy the affirmative defense conditions of Rule 10b5-1(c).

Sentiment

Score: 5

Explanation: The sentiment is neutral. While an insider sale could be perceived negatively, the explicit mention of a Rule 10b5-1 plan indicates a pre-scheduled transaction, mitigating concerns about its implications for the company's immediate prospects.

Positives

• The reported stock sales were conducted under a Rule 10b5-1(c) plan, indicating a pre-scheduled transaction rather than a discretionary sale based on new, non-public information.

Negatives

• An officer of the company sold a portion of their holdings, which, while pre-planned, represents a reduction in insider ownership.

Future Outlook

This filing is a report of an insider transaction and does not contain forward-looking statements or guidance regarding the company's future outlook.

Industry Context

This Form 4 filing reports a routine insider stock transaction and does not provide information relevant to broader industry trends or competitive analysis within the beverage sector.

Stakeholder Impact

• Shareholders: The sale by a key executive, though pre-planned, slightly reduces insider ownership, which some investors monitor as a signal of confidence.

Key Dates

Keywords

Boston Beer, SAM, Insider Transaction, Form 4, Stock Sale, Executive Compensation, Annette N. Fritsch, 10b5-1 Plan