Annual Report Project (please see attachment and website)

THE COMPANY: The Boston Beer Company, Inc

The Boston Beer Company, Investors? web site: www.bostonbeer.com Access to the complete 2015 Annual Report/10-K is available on the web site.

ANNUAL REPORT PROJECT 1. Shareholder Letter from Jim Koch, founder, and Martin Roper, CEO This part of an annual report includes information that the leaders of the company want to highlight. It is important to note that this information is not audited. That means that the information is not impartial. a) How many different SKU's did company produce during 2015? 2. Management's Discussion and Analysis (beginning on page 17 of the 10-K) This section includes a discussion by management about the company's financial condition, results of operations, liquidity and capital resources and market risks. Management is supposed to explain the reasons for the performance and their strategies for the future. This section also includes the critical accounting principles used by the company. a) When discussing the results of operations for 2015, the Company notes that a change in the mix of packages (bottles, cans and kegs) could have a significant impact on the amount of net revenue. What do they say would happen if more kegs rather than bottles and cans are sold, assuming volume remained constant? Were more kegs or bottles and cans sold during 2015? b) When discussing the \"Business Environment\