Boston Beer Company Culture Company

Mr. Martin F. Roper has been the Chief Executive Officer of Boston Beer Co. Inc., since January 2001 and its President since December 1999. Mr. Roper served as the Chief Operating Officer of Boston Beer Co., since April 1997. He served as Vice President of Manufacturing and Business Development at Boston Beer Co., Inc. since September 1994. He has been an Executive Director of Boston Beer Company, Inc. since 1999. He has been a Director of Lumber Liquidators Holdings, Inc. since April 2006. Mr. Roper holds a B.A. in Engineering and M.Eng. in Manufacturing Technology from Cambridge University and an M.B.A. from Harvard Business School.

Mr. Frank H. Smalla has been the Chief Financial Officer of Boston Beer Co. Inc. since February 19, 2016. Mr. Smalla served as a Senior Vice President of Finance at Boston Beer Co. Inc. from January 4, 2016 to February 20, 2016. Mr. Smalla served as Senior Vice President, Finance for Kraft Food Groups, Inc. of Northfield, Illinois since 2012. Prior to that, he held a number of senior financial positions at Kraft from 1995 to 2012, including as Vice President of Finance from 2010 to 2012. He serves as Treasurer at The Boston Beer Company, Inc.

Mr. C. James Koch, also known as Jim, served as Secretary and Clerk of Boston Beer Co. Inc. Mr. Koch founded Boston Beer Co., Inc. in 1984 and served as its Chief Executive Officer until January 2001. He serves as the Chairman of Boston Beer Co. Inc. and has been its Director since 1995. He also served as the Secretary/Clerk os Boston Beer Co. Inc., until May 2010.

Mr. John C. Geist has been the Chief Sales Officer of Boston Beer Co. Inc since January 1, 2016. Mr. Geist served as Vice President of Sales at Boston Beer Co. Inc. since February 2007 until 2015. Mr. Geist served as National Sales Manager of Boston Beer Company since December 1998. Mr. Geist came to Boston Beer Co. in 1997 from a large alcohol beverage distributor where he served as sales manager.

Mr. Jonathan N. Potter also known as Jon, has been Chief Marketing Officer at The Boston Beer Company, Inc. since August 01, 2016. Mr. Potter joined Boston Beer from Moet Hennessy USA (MH), where he serves as Managing Director of its Chandon division after having been Chief Marketing Officer and Executive Vice President, Brands since 2012. From 1997 to 2010, he held a number of positions around the globe with Diageo. He served as Chief Marketing Officer of Diageo North America, Inc. from September 1, 2008 to January 1, 2010. He was responsible for driving Diageo North America's overall marketing strategy. He served as President of Global Marketing at Vodka and Rum and sharpened Diageo's strategy for Smirnoff Vodka and Captain Morgan Spiced Rum, identifying opportunities for premiumization and global expansion respectively. He has nearly 30 years of marketing experience, most of which has been in the alcohol beverage industry. From 2010 to 2012, he served as Senior Partner and Chief Marketing Officer of McKinney Rogers International (USA), Inc. He served as General Manager of Venture Africa, where he led the region to exceed its plan and deliver exceptional growth on Diageo's global priority brands. Mr. Potter served as Global Brand Director for Guinness. He served as a Director of The Advertising Council, Inc. since May 2009. He was a Member of Great Britain's gold winning field hockey team at the 1988 Summer Olympics in Seoul.