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We Are the Boston Beer Co WE ARE THE BOSTON BEER CO. ANNUAL REPORT 2020 WHO WE ARE WHERE WE ARE THERE’S NO SUCH THING AS A COMPANY. There is no such thing as a company. We are a group of people with common values and shared goals and objectives. Companies don’t do things, people do. And no one individual can accomplish great things alone. All our coworkers at The Boston Beer Company are guided by our Values Statement, which we pTGOCUVGTGFqKP6JGƁTUVQHQWTVGPGUUGPVKCN values is “We are The Boston Beer Company and together we are heavy!”. We are happy to report that 2020 was the biggest year in our history. Despite a worldwide pandemic that required us to reinvent overnight the way we ran every facet of our business, our sales rose 39% over 2019, and our 2020 annual net revenues were $1.74 billion. 4GƂGEVKPIQPVJGYC[UYGTGURQPFGFVQVJG%18+& Pandemic, several words come to mind: Rethink. React. Realign. Regroup. Respond Reshape. Reimagine. Revolutionize. Resilience. Resourcefulness. Rejoice. And, at the end of the year Results! So, recapping 2020, we proudly say, We “R” The Boston Beer Company and together we are heavy! LOOKING BACK. We celebrated two important silver anniversaries in 2020: the 25th anniversary of Boston Beer’s going public on the New York Stock Exchange [SAM], and the VJCPPKXGTUCT[QHVJGHQWPFKPIQH&QIƁUJ*GCF$TGYGT[#VVJG VKOG&QIƁUJ*GCFRTQWFN[ENCKOGFVJGVKVNGQH#OGTKECoUUOCNNGUV Celebrating brewery. Boston Beer sold its stock on Wall Street at $20 per share. Loyal Sam Adams drinkers, however, got a head start thanks to a revolutionary consumer offer made available on Boston Lager Years 6-packs where drinkers could buy 33 shares of stock for $495. At BOSTON25 BEER DOGFISH HEAD the end of 2020 those 33 shares were worth over $30,000. GOES PUBLIC BREWERY EST. IT IS NOT THE STRONGEST OF THE SPECIES THAT SURVIVES, NOR THE MOST INTELLIGENT, IT IS THE ONE THAT IS MOST ADAPTABLE TO CHANGE. “ #664+$76'&61%*#4.'5&#49+0 We know that growth inevitably brings complexity, and the been driven by quality and innovation. We made a commitment to company’s rapid growth in the years leading up to 2020 prepared “Courageous Leadership” which requires a willingness to improve, us for March 12, the day when everything changed. We advised to learn and to grow from a crisis, while also inspiring those around GXGT[QPGVJCVCNNQHƁEGCPFUCNGUVGCOUYQWNFKOOGFKCVGN[DGIKP us to be better. We challenged the status quo using creativity and working virtually. We had already canceled upcoming events CIKNKV[+PFQKPIVJCVYGFGOQPUVTCVGFVQQWTEQYQTMGTUCPFVQQWT CPFVTCXGNCPFYGKPVTQFWEGFUCHGV[RTQVQEQNUCPFTGEQPƁIWTGF industry that we could and would create success in down times. our breweries to enhance coworker safety. Simultaneously, we realized the impact this pandemic would have in our community, We have approximately 800 coworkers at our breweries who and we immediately took steps to support our industry and the bravely stepped up to the plate. We created stringent safety local communities where we operate. protocols, like introducing masks, screenings and temperature checks. We offered to put up brewery workers in hotels to 1WTXCNWGUNGFWU#UCEQORCP[YGJCXGCNYC[UVCMGPCNQPI minimize the risk to them and their families, offered resources to term view of the path forward; from our earliest days we have help address special needs such as childcare, and we provided premium pay in recognition of their commitment during a time when many institutions and businesses were closed. We experienced enormous operational challenges which we had VQCFFTGUUpQPVJGƂ[q&GOCPFHQTMGIIGFDGGTCDTWRVN[UVQRRGF with mandatory restaurant and bar closings across the country, while the popularity of cans and bottles accelerated dramatically, creating an industry-wide aluminum and glass shortage. We are RTQWFQHCNNQWT$$%EQYQTMGTUHQTYQTMKPICUCVGCOVQƁPF solutions to the unique challenges we’ve experienced. INNOVATIONS IN REVOLUTIONIZE RETHINK BREWING REMASTER Beyond Beer TRULY TWISTED TEA The meteoric rise in the national popularity of hard seltzers 6YKUVGF6GCQRGTCVGUYKVJKVUQYPLGVGPIKPGCPFJCUDGPGƁVGF continues apace. The hard seltzer category more than doubled greatly from increased at-home consumption and continues to in 2020 and Truly continues to be one of the country’s top two generate accelerating double-digit volume growth, even as new brands, currently with 28% share, in measured off-premise entrants have been introduced and competition has increased. EJCPPGNU+PPQXCVKQPKUVJGGPIKPGVJCVFTKXGU6TWN[ +PUCNGUITGYQXGTKPOGCUWTGFQHHRTGOKUGEJCPPGNU CPFKVYCUVJGHCUVGUVITQYKPIDTCPFKPVJG(/$ ƂCXQTGFOCNV +PYGKPVTQFWEGFPGYUV[NGUKPENWFKPIVJGYKNFN[RQRWNCT beverage) space. 6TWN[ .GOQPCFG UGTKGU +P GCTN[ YG NCWPEJGF 6TWN[ +EGF 6GC *CTF 5GNV\GT YJKEJ EQODKPGU TGHTGUJKPI JCTF UGNV\GT YKVJ ANGRY ORCHARD TGCNDTGYGFVGCCPFHTWKVƂCXQTCPFYJKNGKVoUUVKNNKPVJGGCTN[ Despite being down overall in volume in 2020 primarily due to stages, we’re very encouraged by drinker feedback. We believe %18+&QPRTGOKUGENQUWTGU#PIT[1TEJCTFEQPVKPWGUVQNGCF that our Truly styles are the best tasting seltzers on the market, VJG 75 EKFGT OCTMGV YKVJ C PGCTN[ UJCTG +P QWT and they’re not easy to make, so we believe that quality is our ƂCIUJKR UV[NG %TKUR#RRNG ITGY JKIJ UKPING FKIKVU KP OGCUWTGF cocompetitive pe e adadvantage. a age ooff-premise pe seca channels, es,a a testament esa e to o the epoe power oof ouour lead ea syestyle. 6JG%KFGT[EQPVKPWGUVQKPPQXCVGYKVJVYQPGY#P6JG%KFGT[EQPVKPWGUVQKPPQXCVGYKVJVYQPGY#PIT[1TEJCTFHTWKVIT[1TEJCTFHTWKV ciders launchilaunchingng in 2022021,1, SStrawberrytrawberry and Peach ManMango.go. HOSPITALITY At the beginning of 2020 we were operating nearly a dozen hospitality locations including tap rooms, brew pubs, restaurants and an inn. The 300+ seat Samuel Adams Boston Taproom, opened in January and literally overlooks the monumental statue of our namesake Samuel Adams at (CPGWKN*CNN 9GDTGYCPFUGTXGOQTGVJCPUV[NGUQHDGGTVJGTG5GGKPIVJGKPGXKVCDKNKV[QHVJG%18+&ETKUKU we temporarily shuttered all of our hospitality locations and tour centers for the safety of our coworkers and communities. We slowly began to introduce to-go service and limited outdoor service, following state and local guidance. We are hopeful that by the summer of 2021 we will be able to welcome more beer lovers back. Beer SAMUEL ADAMS +PQWTDTGYGTUFGEKFGFVQUGGKHVJG[EQWNFKORTQXGQPVJG VQTGOQXGCNEQJQNYKVJQWVNQUKPIƂCXQTDWVDQVJDTGYKPIVGCOU perfection that is the Samuel Adams Boston Lager recipe. The taking very different paths, have done it. Samuel Adams Just the answer was no. The recipe yields a beautiful, complex, balanced *C\GCPF&QIƁUJ*GCFoU.GOQP3WGUVDQVJUJQYUKIPUQHUJCMKPI beer. But, they took advantage of advancements in 21st century up the NA category on a national scale. DTGYKPIVGEJPKSWGUVQGPJCPEGVJGVCUVGQHQWTƂCIUJKRDGGT Remastering Boston Lager was a continuation of improvements DOGFISH HEAD we made to our family of seasonal beers and other Samuel Adams &QIƁUJ*GCFPQYFKUVTKDWVGUKVUDGGTUKPCNNUVCVGUCPFKP styles. We believe that these changes will allow American craft 2020, enjoyed high single digit growth in measured off-premise beer lovers to rediscover Boston Lager all over again. channels. The brewery continued its off-centered innovations like *C\[1CJC\[+2#DTGYGFYKVJHQWTMKPFUQHQCVUCPFQCVOKNMCPF After two intense years of research and brewing, the brewing from its distillery, a line of canned “scratch-made” cocktails that VGCOUDQVJHQT5COWGN#FCOUCPF&QIƁUJ*GCFFGEKFGFVQLWOR YKNNNCWPEJKP5VTCYDGTT[*QPG[DGTT[8QFMC.GOQPCFG KPVQVJGGOGTIKPIPQPCNEQJQNKEDGGTECVGIQT[+VoUEJCNNGPIKPI Blueberry Shrub Vodka Soda, and Cherry Bergamot Whiskey Sour. WE RESPOND AND RISE ABOVE CHALLENGES BY OUR CUSTOMERS AND OUR DRINKERS During 2020 more than 100,000 American bars and restaurants ENQUGFVJGKTFQQTUVGORQTCTKN[QTHQTIQQF+VoUGUVKOCVGFVJCV small craft breweries and tap rooms also went out of business. /QUVYGTGNQECNN[QYPGF+VoUCVTCIKENQUUHQTVJGQYPGTUCPF employees, for the hospitality industry, for the communities they serve, and for consumers nationwide. After the shutdown we collected about 70,000 kegs of beer from shuttered bars and restaurants. At the same time, we needed to ratchet up our production of canned and bottled products. “Pantry-loading” became the term for consumers stocking-up on all kinds of merchandise, and beer was chief among them, which increased the industry’s shortage of cans and bottles. YOU ONLY GROW BY COMING TO THE END OF SOMETHING AND BY BEGINNING SOMETHING ELSE. “ ,1*0+48+0)6*'914.&#%%14&+0)61)#42 6JG %18+& RCPFGOKE DGECOG QWT p)TGCV #EEGNGTCVQTq 6TGPFUCFXCPEGFVJTGGVQƁXG[GCTUKPPKPGOQPVJU(QTGZCORNG retail e-commerce, on-line grocery shopping, and take-out became commonplace, not to mention remote learning and virtual meetings which replaced conference and commutes. TO OUR COMMUNITY An important part of our thinking as we prepared for the pandemic was the impact it would have beyond our EQORCP[#NOQUVQXGTPKIJVYGRCTVPGTGFYKVJ6JG)TGI *KNN (QWPFCVKQP VQ ETGCVG6JG 4GUVCWTCPV 5VTQPI (WPF a micro-grant program to help suddenly unemployed bar and restaurant workers. We kickstarted the fund in Massachusetts with an initial $200,000 contribution, $ and very quickly realized the level of need nationwide. 7,300,000 By year’s end, we contributed another $2M and raised an RAISED additional $5M to support over 7,000 restaurant workers across the country. WHAT WE [WRITERS] DO MIGHT BE DONE IN SOLITUDE AND WITH GREAT DESPERATION, BUT IT TENDS TO PRODUCE EXACTLY THE OPPOSITE. IT “ TENDS TO PRODUCE COMMUNITY AND IN MANY PEOPLE HOPE AND JOY. ,7016&+#< 9JGPVJG2CPFGOKEJKVQWT&QIƁUJ*GCFVGCOUJKHVGF its
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