If they had bought in the days after Boston Beer went public, they would have paid a share price in the $30's.

When I started Boston Beer, we always had too little.

Boston Beer is in the process of commercializing the three winners.

Boston Beer began as a microbrewery in 1984 but this year will produce around a million barrels.

But their fame - and the extra income - could be fleeting; Boston Beer plans to hold the contest every year.

Nearly three million shares of Boston Beer were sold for $20 each late on Monday.

Boston Beer deployed employees and actors on a ship-shaped float.

Among those businesses sharing it with Boston Beer are:

Boston Beer, by contrast, has contracted with larger breweries to make its products, but handles its own distribution.

At $15, the expected offering price, Boston Beer is priced at about 52 times profits for the last year.