BOSTON BEER CO INC 8-K

What Happened
Boston Beer Company (SAM) filed an 8-K (Item 5.02) on Feb. 10, 2026 reporting that Chief Marketing Officer Lesya Lysyj agreed to step down from the CMO role effective March 6, 2026. She will remain with the company in an advisory capacity through Sept. 30, 2026. A Separation Agreement dated Feb. 10, 2026 governs the transition and is attached as Exhibit 10.1.

Key Details

• Separation Agreement date: Feb. 10, 2026; CMO departure effective March 6, 2026; advisory role through Sept. 30, 2026.
• Severance: payment equal to 13 weeks of pay based on current bi‑weekly salary ($21,607.49), paid in six equal installments plus one installment of $10,803.75 (all subject to deductions).
• Bonus and reimbursements: 2025 cash bonus to be paid in a lump sum in March 2026 (subject to Compensation Committee approval); up to $45,000 for mutually agreed third‑party training and/or legal fees.
• Benefits: company continues paying its portion of health premiums (medical, vision, dental) through Sept. 30, 2026; continued COBRA premium contribution if elected through Dec. 31, 2026.
• Ms. Lysyj provided a general release and reaffirmed confidentiality, non‑compete, and non‑solicit obligations.

Why It Matters
This filing documents an executive change that may affect Boston Beer’s marketing leadership and continuity. The company has defined cash and benefit commitments (severance, bonus, up to $45k in reimbursements and continued premium payments) and has retained Ms. Lysyj as an advisor to aid transition. The 8-K does not name a replacement. Investors should note the one-time cash/benefit items and watch for any subsequent announcements about a new CMO or changes to marketing strategy; this item is an executive change (Item 5.02), not an earnings or merger filing.