UPDATE: At 9:50AM EST on Thursday, the stock price passed $200 for the first time before falling back below to $197. As of 10:15AM EST, the stock price is up 10%.

UPDATE II: The stock price finished at $204.42, up 14.2% after Boston Beer’s Thursday earnings report, and up 79% after the company originally raised its 2013 projections back in mid-December.

(Boston, MA) – The Boston Beer Company reported Q2 2013 earnings on Wednesday afternoon, announcing an increase in depletions of 24% and effectively raising estimates across the board.

In typical fashion, we didn’t get a whole lot of color on a brand family level, though for the first time in a while, the company attributed growth, in part, to the Samuel Adams brand family as a whole. Not just seasonals either but Samuel Adams Boston Lager. The company launched new sales programs and packages (cans) for the flagship this year.

As for Samuel Adams Summer Ale, the company sold through it before the end of July, much faster than expected. That is partially why, according to CEO, Martin Roper, you are seeing Samuel Adams Octoberfest a bit earlier this year.

Angry Orchard came up on the call briefly, mostly acknowledging public data showing it is the #1 selling cider in America. Twisted Tea got relatively little attention on the call but also continues to grow as a brand family.

Wall Street is bullish. With the earnings report coming after Wednesday’s closing bell, the stock has shot up from $179 per share to $190 in pre-market trading, an uptick of 6%. That is an all-time high for Boston Beer.

The response to the Q2 earnings report is a stark contrast from Q1 when the stock dropped $20 to $146 per share.