Boston Beer Co. Announces $25M 10b5-1 Share Repurchase Plan

What Happened Boston Beer Company, Inc. (SAM) filed an 8-K on August 11, 2026 disclosing that on August 10, 2026 the company adopted a 10b5-1 plan to repurchase up to $25 million of its Class A Common Stock. The scheduled repurchase period under the plan runs from September 28, 2026 through December 25, 2026. The filing is reported under Item 8.01 (Other Events) and the report was signed by C. James Koch.

Key Details

• Repurchase authority: up to $25,000,000 in Class A Common Stock.
• Plan type: 10b5-1 pre-scheduled repurchase plan.
• Repurchase window: September 28, 2026 through December 25, 2026.
• Filing/signer: 8-K filed Aug 11, 2026; plan entered Aug 10, 2026; signed by C. James Koch (Founder, President, CEO & Chairman).

Why It Matters A share repurchase plan can reduce the number of shares outstanding and may support per-share metrics (like EPS) and market demand for the stock. Using a 10b5-1 plan lets the company buy shares on a pre-set schedule during the specified window. The filing does not disclose timing of individual repurchases, funding details beyond the $25M limit, or other concurrent capital-allocation actions. Retail investors should note the amount, timing, and that this is a temporary, predefined program covering late Q3 through the holiday period.