Boston Beer Company, Inc. (The) (SAM)
SAM moved a median of +0.05% 30 minutes after news, and -0.06% by the close. How SAM actually reacts to news — the realized, point-in-time move the market made, measured across 303 labeled events over the last three years with zero look-ahead.
SAM’s median reaction, across the day.
| Horizon | Median | % positive | Events |
|---|---|---|---|
| 5-min | 0.00% | 46% | 288 |
| 30-min | +0.05% | 52% | 303 |
| 60-min | -0.02% | 48% | 303 |
| to close | -0.06% | 46% | 302 |
| Middle 50% of SAM reactions | -0.54% to +0.48% |
|---|---|
| Median reaction (30-min) | +0.05% |
| Measured reactions | 303 |
Half of all Boston Beer Company, Inc. (The) news events land between -0.54% and +0.48% at 30 minutes.
Reaction stats as of 2026-09-21. Newest measured event . Reaction = percent move vs. the price at the news timestamp.
How SAM reacts, by analyst action.
| Event | Events | Median 30-min | % positive | Median to close |
|---|---|---|---|---|
| Analyst upgrades | 26 | -0.05% | 50% | +0.34% |
| Analyst downgrades | 20 | -0.74% | 25% | -1.04% |
| Coverage initiations | 12 | -0.14% | 50% | +0.83% |
| Rating reiterations | 77 | -0.20% | 39% | +0.02% |
| Price-target raises | 12 | +0.06% | 50% | -0.57% |
| Price-target cuts | 30 | +0.02% | 57% | +0.17% |
Last 3 years, pulled 2026-09-21. Reaction = percent move vs. the price at the news timestamp. Counts and medians only. The same measurement runs across every name in the dataset. See how SAM ranks against every other measured name →
That’s how SAM usually reacts — get an email when it moves on news →Email me when SAM moves on news.
One email per qualifying move — the headline, the measured reaction, and how it compares to SAM's baseline. Nothing else.
Recent SAM events, each with its measured reaction.
| Date | Headline | Event | Source | 5-min | To close |
|---|---|---|---|---|---|
| Dogfish Head’s Most-Requested Rare Beer, Midas Touch, Returns | Press release | GlobeNewswire | +0.27% | -1.66% | |
| Twisted Tea and Realtree® Team Up to Bring Iconic Camo to America’s Favorite Hard Iced Tea | Press release | GlobeNewswire | -0.32% | +1.64% | |
| Angry Orchard® Hard Cider and Scream Bring the Video Store Era Back to Life With a Scream-Inspired Pop-Up Experience | Press release | GlobeNewswire | -0.64% | -0.38% | |
| Dogfish Head Announces Lineup of Fall-Favorite Beverages | Press release | GlobeNewswire | +0.05% | -0.81% | |
| BOSTON BEER APPOINTS ALLISON STRANSKY CHIEF MARKETING OFFICER EFFECTIVE OCTOBER 12 | Press release | GlobeNewswire | -0.41% | +0.76% | |
| Samuel Adams Delivers the Ultimate Oktoberfest Experience with Legendary Seasonal Brews and Inflatable Beer Halls | Press release | GlobeNewswire | +0.10% | -1.08% | |
| Sinless Vodka Cocktails Finds Gen Z May Be the Thirstiest Generation Yet | Press release | GlobeNewswire | +0.58% | +0.63% | |
| Form 8-K BOSTON BEER CO INC For: Aug 17 | SEC filing · Form 8-K | SEC EDGAR | +2.11% | +2.03% | |
| The Boston Beer Company Announces CFO Transition | Press release | GlobeNewswire | +2.11% | +2.03% | |
| Ghost Face Joins Angry Orchard’s Limited-Edition Thriller Variety Pack in New Scream Franchise Collaboration | Press release | GlobeNewswire | +0.10% | +3.80% | |
| Angry Orchard® Surprises One of New York's Worst Rec Softball Teams With Baseball Legend Nick Swisher | Press release | GlobeNewswire | -0.33% | +0.42% | |
| Form 8-K BOSTON BEER CO INC For: Aug 10 | SEC filing · Form 8-K | SEC EDGAR | -0.83% | +0.52% | |
| Dogfish Head to Host Dog & Owner Lookalike Contest this National Dog Day | Press release | GlobeNewswire | — | -1.63% | |
| DOGFISH HEAD & CREEM MAGAZINE DEBUT BOY HOWDY!, “THE OFFICIAL BEER OF ROCK ‘N’ ROLL” | Press release | GlobeNewswire | +0.27% | +1.72% | |
| Boston Beer Reports Second Quarter Financial Results | Press release | GlobeNewswire | -0.55% | +4.80% | |
| Form 10-Q BOSTON BEER CO INC For: Jun 27 | SEC filing · Form 10-Q | SEC EDGAR | -0.55% | +4.80% | |
| Form 8-K BOSTON BEER CO INC For: Jul 23 | SEC filing · Form 8-K | SEC EDGAR | -0.55% | +4.80% | |
| TWISTED TEA HARD ICED TEA INVENTS THE ONLY FAIR DIVORCE SETTLEMENT IN AMERICA | Press release | GlobeNewswire | -0.13% | +1.23% | |
| TRULY HARD SELTZER BETS $5 MILLION THAT U.S. SOCCER WILL WIN IT ALL, AND GIVES ONE FAN THE CHANCE TO CASH IN | Press release | GlobeNewswire | -0.14% | +3.93% | |
| SUN CRUISER AND DYLAN EFRON TEAM UP TO GET DRINKERS OUTSIDE ALL SUMMER LONG | Press release | GlobeNewswire | +0.39% | -0.60% | |
| SAMUEL ADAMS AWARDS SOUL MEGA 2026 BREWING & BUSINESS EXPERIENCESHIP | Press release | GlobeNewswire | -0.20% | +0.20% | |
| Dogfish Head & Rolling Stone Celebrate 250 Years of American Music with Exclusive Whiskey Collaboration | Press release | GlobeNewswire | +0.17% | -0.47% | |
| DOGFISH HEAD DROPS THE “SECRET STASH COOLER” BECAUSE SOME COCKTAILS ARE TOO GOOD TO SHARE | Press release | GlobeNewswire | -0.56% | -3.93% | |
| SUN CRUISER LAUNCHES CRUISER CADDIES TO SURPRISE-AND-DELIGHT FANS AT THE U.S. OPEN | Press release | GlobeNewswire | -0.32% | +0.41% | |
| CITY OF HOBOKEN, NEW JERSEY IS NOW “BELIEVE, USA”: MAYOR EMILY B. JABBOUR JOINS TRULY HARD SELTZER AND U.S. SOCCER IN NAMING CITY THE CAPITAL OF AMERICAN SOCCER FANDOM | Press release | GlobeNewswire | +0.36% | +0.66% | |
| Sun Cruiser and G/FORE Elevate Golf Course Style with New Limited-Edition Apparel Collection | Press release | GlobeNewswire | -0.59% | -2.95% | |
| Form 8-K BOSTON BEER CO INC For: May 26 | SEC filing · Form 8-K | SEC EDGAR | +1.08% | -2.53% | |
| Form 8-K BOSTON BEER CO INC For: May 27 | SEC filing · Form 8-K | SEC EDGAR | +1.08% | -2.53% | |
| Samuel Adams Cracks Open the Brewer Patriot Collection, Launches ‘Raise a Sam’ to Celebrate America's 250th | Press release | GlobeNewswire | -0.76% | -0.51% | |
| Form 8-K BOSTON BEER CO INC For: May 15 | SEC filing · Form 8-K | SEC EDGAR | +0.00% | +0.78% | |
| The Boston Beer Company Lights Up Ready-To-Drink Market with All-New 15% Alc. LYTT® Electric Coolers™ | Press release | GlobeNewswire | -1.58% | -4.84% | |
| Twisted Tea Hard Iced Tea Lets Summer Rip with Americana-Inspired Party Pack Featuring New Twisted Lemonade and Return of Fan-Favorite Rocket Pop | Press release | GlobeNewswire | +0.99% | -0.04% | |
| Boston Beer Reports First Quarter Financial Results | Press release | GlobeNewswire | +1.58% | +0.78% | |
| Dogfish Head & Survivor Honor Iconic Show’s 50th Season with Nationwide Launch of Limited-Time Collaborative Beer, Coconut Etiquette | Press release | GlobeNewswire | -0.27% | -2.97% | |
| Form 10-Q BOSTON BEER CO INC For: Mar 28 | SEC filing · Form 10-Q | SEC EDGAR | +1.58% | +0.78% | |
| Form 8-K BOSTON BEER CO INC For: Apr 30 | SEC filing · Form 8-K | SEC EDGAR | +1.58% | +0.78% | |
| TeaPot® Declares Second Saturday in May “Take Your Mom to the Dispensary Day” | Press release | GlobeNewswire | +0.00% | +1.59% | |
| Form 8-K BOSTON BEER CO INC For: Apr 06 | SEC filing · Form 8-K | SEC EDGAR | +0.51% | -3.04% | |
| Form ARS BOSTON BEER CO INC For: Dec 27 | SEC filing · Form ARS | SEC EDGAR | +0.10% | -0.98% | |
| Form DEF 14A BOSTON BEER CO INC For: May 27 | SEC filing · Form DEF | SEC EDGAR | +0.10% | -0.98% | |
| Form DEFA14A BOSTON BEER CO INC | SEC filing · Form DEFA14A | SEC EDGAR | +0.10% | -0.98% | |
| TRULY HARD SELTZER BELIEVES U.S. SOCCER WILL WIN THIS SUMMER — AND THEY’RE RENAMING A REAL AMERICAN TOWN TO PROVE IT | Press release | GlobeNewswire | -0.14% | -0.14% | |
| Sun Cruiser Expands Offerings with New Category Innovation: White Tea + Vodka | Press release | GlobeNewswire | -0.13% | +2.06% | |
| Sip Into Sunnier Days with Dogfish Head®’s Seasonal Lineup of Beverages | Press release | GlobeNewswire | — | -1.96% | |
| Truly Hard Seltzer is Giving One Lucky Friend Group their Own Reality Show this Spring Break – and Taps Breakout Reality Star JaNa Craig to Help with Casting | Press release | GlobeNewswire | +0.13% | +1.84% | |
| Form 8-K BOSTON BEER CO INC For: Mar 10 | SEC filing · Form 8-K | SEC EDGAR | -0.04% | +1.48% | |
| Sun Cruiser to Become Official Ready-to-Drink Cocktail of the U.S. Open and U.S. Women’s Open Presented by Ally | Press release | GlobeNewswire | -0.20% | +1.53% | |
| Samuel Adams Unveils “Our City. Our Beer.” Variety Pack Crafted Alongside Derrick White, Garrett Crochet, Julian Edelman and Zdeno Chara | Press release | GlobeNewswire | +0.31% | +0.33% | |
| Samuel Adams Brewing the American Dream® Opens Applications for the 15th Brewing & Business Experienceship | Press release | GlobeNewswire | +0.10% | +3.58% | |
| The Boston Beer Company Expands Sinless Vodka Cocktails to 34 Markets | Press release | GlobeNewswire | +0.00% | -0.33% |
Each reaction is the move the market actually made, measured from the news timestamp. Headlines link through to the SAM section they belong to.
Where else SAM is measured.
SAM earnings → · Analyst actions → · SEC filings →
Other Consumer Defensive names, measured the same way
| Ticker | Events | Median 30-min | % positive |
|---|---|---|---|
| Flowers Foods, Inc. (FLO) | 309 | -0.09% | 44% |
| AtaiBeckley Inc. (ATAI) | 303 | -0.21% | 43% |
| SpartanNash Company (SPTN) | 301 | -0.08% | 34% |
| Nature's Sunshine Products, Inc. (NATR) | 293 | 0.00% | 46% |
Same sector, same measurement: percent move vs. the price at the news timestamp, read at 30 minutes. Sample sizes differ, so the medians are comparable but the confidence behind them is not.
All Consumer Defensive names, measured the same way →
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Every name we’ve measured, in one place.
How the numbers are made.
How is Boston Beer Company, Inc. (The)'s median reaction calculated?
Every labeled SAM news event is measured from its own timestamp: the last trade before the news is the base price, and the move is read at fixed horizons — 30 minutes of trading, then the close. The median across 303 events is what this page reports. Point-in-time, zero look-ahead: no event borrows information from a later one.
What counts as a positive reaction?
Any event whose price move is above zero at the horizon, relative to the last trade before the news timestamp. 52% of SAM's measured events are up at 30 minutes; the rest close the window flat or negative.
How often is this page updated?
The news table refreshes automatically as new events are labeled and priced. The reaction medians are re-pulled in batches from the dataset — the figures here are as of 2026-09-21.
Does SAM's past reaction predict its next one?
No. These are realized facts about past events, not forecasts. They describe a distribution — they say nothing certain about any future move.