Boston Beer advertising spend, FY2025

Boston Beer (SAM) reported $286M of advertising expense for the fiscal year ended Dec 27, 2025. That is 13.7% of revenue of $2.1B. Up 18.8% from FY2024.

Ad spend, FY2025
$286M
year ended Dec 27, 2025
Change vs prior year
+18.8%
vs FY2024
Share of revenue
13.7%
of $2.1B revenue
Rank by ad spend
#175
of 336 companies

Key facts

  • Ad spend is 2.4x its FY2015 level ($120M), faster than revenue (2.2x).
  • The highest year on file is FY2021 at $291M; FY2025 is 2% below it.
  • Largest increase +145.5% in FY2012; largest cut -22.2% in FY2022.
  • Ad spend has risen 3 years in a row.
  • Ad spend is 13.7% of revenue, up from 11.4% in FY2020.
  • Boston Beer spends more on advertising than 48% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is 2.6x the median of 5.2%.

Ad spend by fiscal year

$0 $100M $200M $300M FY2009 (ended 2009-12-26): $29.5M FY2010 (ended 2010-12-25): $30.5M 2010 FY2011 (ended 2011-12-31): $31.9M FY2012 (ended 2012-12-29): $78.3M FY2013 (ended 2013-12-28): $81M 2013 FY2014 (ended 2014-12-27): $101M FY2015 (ended 2015-12-26): $120M FY2016 (ended 2016-12-31): $105M 2016 FY2017 (ended 2017-12-30): $128M FY2018 (ended 2018-12-29): $145M FY2019 (ended 2019-12-28): $177M 2019 FY2020 (ended 2020-12-26): $211M FY2021 (ended 2021-12-25): $291M FY2022 (ended 2022-12-31): $227M 2022 FY2023 (ended 2023-12-30): $234M FY2024 (ended 2024-12-28): $241M FY2025 (ended 2025-12-27): $286M 2025 $286M

Ad spend as % of revenue

0% 5% 10% 15% FY2009 (ended 2009-12-26): 7.1% FY2010 (ended 2010-12-25): 6.6% 2010 FY2011 (ended 2011-12-31): 6.2% FY2012 (ended 2012-12-29): 13.5% FY2013 (ended 2013-12-28): 11.0% 2013 FY2014 (ended 2014-12-27): 11.1% FY2015 (ended 2015-12-26): 12.5% FY2016 (ended 2016-12-31): 10.9% 2016 FY2017 (ended 2017-12-30): 13.9% FY2018 (ended 2018-12-29): 13.7% FY2019 (ended 2019-12-28): 13.3% 2019 FY2020 (ended 2020-12-26): 11.4% FY2021 (ended 2021-12-25): 13.3% FY2022 (ended 2022-12-31): 10.2% 2022 FY2023 (ended 2023-12-30): 10.9% FY2024 (ended 2024-12-28): 11.3% FY2025 (ended 2025-12-27): 13.7% 2025 13.7%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 27, 2025 $286M +18.8% $2.1B 13.7% MarketingAndAdvertisingExpense 10-K Feb 24, 2026
FY2024 Dec 28, 2024 $241M +3.2% $2.1B 11.3% MarketingAndAdvertisingExpense 10-K Feb 24, 2026
FY2023 Dec 30, 2023 $234M +3.0% $2.1B 10.9% MarketingAndAdvertisingExpense 10-K Feb 24, 2026
FY2022 Dec 31, 2022 $227M -22.2% $2.2B 10.2% MarketingAndAdvertisingExpense 10-K Feb 25, 2025
FY2021 Dec 25, 2021 $291M +37.9% $2.2B 13.3% MarketingAndAdvertisingExpense 10-K Feb 27, 2024
FY2020 Dec 26, 2020 $211M +19.2% $1.9B 11.4% MarketingAndAdvertisingExpense 10-K Feb 22, 2023
FY2019 Dec 28, 2019 $177M +22.1% $1.3B 13.3% MarketingAndAdvertisingExpense 10-K Feb 22, 2022
FY2018 Dec 29, 2018 $145M +13.4% $1.1B 13.7% MarketingAndAdvertisingExpense 10-K Feb 17, 2021
FY2017 Dec 30, 2017 $128M +21.6% $922M 13.9% MarketingAndAdvertisingExpense 10-K Feb 19, 2020
FY2016 Dec 31, 2016 $105M -12.3% $969M 10.9% MarketingAndAdvertisingExpense 10-K Feb 20, 2019
FY2015 Dec 26, 2015 $120M +19.5% $960M 12.5% MarketingAndAdvertisingExpense 10-K Feb 21, 2018
FY2014 Dec 27, 2014 $101M +24.1% $903M 11.1% MarketingAndAdvertisingExpense 10-K Feb 22, 2017
FY2013 Dec 28, 2013 $81M +3.4% $739M 11.0% MarketingAndAdvertisingExpense 10-K Feb 18, 2016
FY2012 Dec 29, 2012 $78.3M +145.5% $580M 13.5% MarketingAndAdvertisingExpense 10-K Feb 24, 2015
FY2011 Dec 31, 2011 $31.9M +4.6% $513M 6.2% AdvertisingExpense 10-K Feb 22, 2012
FY2010 Dec 25, 2010 $30.5M +3.4% $464M 6.6% AdvertisingExpense 10-K Feb 22, 2012
FY2009 Dec 26, 2009 $29.5M n/a $415M 7.1% AdvertisingExpense 10-K Feb 22, 2012

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Earlier years use a different tag. The Tag column above shows which one applies to each year.

Compared with similar spenders

The 6 companies closest to Boston Beer in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
172 iHeartMedia $290M 7.5% +13.7% FY2025
173 Starz Entertainment $289M 21.1% -10.4% FY2025
174 AMC Global Media $287M 12.4% +4.9% FY2025
175 Boston Beer $286M 13.7% +18.8% FY2025
176 Capri $285M 8.2% -4.4% FY2026
177 CarMax $284M 1.1% +8.6% FY2026
178 Conagra Brands $279M 2.5% +6.2% FY2026

Full ranking of 336 companies · Biggest increases #81

Questions

How much does Boston Beer spend on advertising?

Boston Beer spent $286M on advertising in fiscal 2025, the year ended Dec 27, 2025, according to its 10-K filed Feb 24, 2026.

What percentage of revenue does Boston Beer spend on advertising?

13.7% of revenue in fiscal 2025 ($286M of $2.1B). The median across the 336 companies tracked is 5.2%.

Is Boston Beer spending more on advertising?

Yes. Ad spend rose 18.8% in fiscal 2025 from fiscal 2024. It has risen 3 years in a row.

How does Boston Beer rank by advertising spend?

#175 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Boston Beer's advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2025, filed Feb 24, 2026
Accession number
0001193125-26-067467
Company
BOSTON BEER CO INC, CIK 949870, SIC 2082 (Malt Beverages)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Boston Beer advertising spend, FY2009-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 24, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/boston-beer/advertising-spend/
Download
CSV, all years · CSV, all 336 companies