Boston Beer Shipments Up; What Does
it Mean?

Dear Client: Here's the deal. Boston Beer depletions are up over 9% so far in 2010, driven by easier comps and the introduction of Sam Adams Noble Pils, plus some better pricing to get into c-stores, according to IRI. That's quite an acceleration from the last quarter. In fact, Boston Beer chief and founder Jim Koch said, "I would say we don't currently view it as sustainable....It was a happy outcome of easy comps as well as the success of