---
schema_version: "secwatch.filing_event.v1"
accession: "0000950170-23-042630"
form_type: "8-K"
ticker: "SAM"
cik: "0000949870"
company_name: "BOSTON BEER CO INC"
filed_at: "2023-08-15T23:59:59+00:00"
generated_at: "2026-06-11T09:52:43.703193+00:00"
event_type: "leadership"
sentiment: "neutral"
materiality_score: 0.55
calibrated_materiality_score: 0.55
confidence: "high"
source: SEC EDGAR
---

# Boston Beer CSO Geist to retire in 2024; Crowley named successor; $30M buyback plan

## Summary
- John C. Geist to retire as CSO; will remain through Dec 31, 2023 then serve as senior adviser until full retirement in 2024.
- Michael J. Crowley, currently Atlantic Division Senior Sales Director, appointed CSO effective Jan 1, 2024.
- Company entered 10b5-1 plan to repurchase up to $30M of Class A Common Stock from Oct 2 to Dec 29, 2023.
- Chief People Officer Carolyn O'Boyle entered 10b5-1 plan to sell up to 611 shares for liquidity and diversification.

## SEC filing metadata
- accession: 0000950170-23-042630
- form_type: 8-K
- ticker: SAM
- cik: 0000949870
- company_name: BOSTON BEER CO INC
- filed_at: 2023-08-15T23:59:59+00:00
- event_type: leadership
- sentiment: neutral
- materiality_score: 0.55
- calibrated_materiality_score: 0.55
- confidence: high
- sec_items: 5.02, 8.01
- EDGAR index: https://www.sec.gov/Archives/edgar/data/949870/000095017023042630/0000950170-23-042630-index.htm
- EDGAR primary document: https://www.sec.gov/Archives/edgar/data/949870/000095017023042630/sam-20230810.htm

## Machine-readable alternates
- HTML: https://secwatch.observer/filing/0000950170-23-042630
- JSON: https://secwatch.observer/filing/0000950170-23-042630.json
- Plain text: https://secwatch.observer/filing/0000950170-23-042630.txt

## Key facts
- Executive change
  John C. Geist departed as Chief Sales Officer at BOSTON BEER CO INC.
  - Action: retire
  - Role: Chief Sales Officer
  source text: On August 10, 2023, John C. Geist informed the Company that he intends to retire from his role as Chief Sales Officer in 2024.
  evidence_url: https://www.sec.gov/Archives/edgar/data/949870/000095017023042630/0000950170-23-042630-index.htm
- Executive change
  Michael J. Crowley was appointed as Chief Sales Officer at BOSTON BEER CO INC.
  - Action: appointed
  - Role: Chief Sales Officer
  source text: On August 15, 2023, the Company announced that it intends to appoint Senior Sales Director Michael J. Crowley, 54, as Chief Sales Officer effective January 1, 2024.
  evidence_url: https://www.sec.gov/Archives/edgar/data/949870/000095017023042630/0000950170-23-042630-index.htm

This AI-assisted summary is a reading aid. Review the linked SEC EDGAR filing before relying on any specific claim.