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Sam Malone's character played for the Boston Red Sox for 5 years. Sam bought Cheers in 1977. As to not encourage alcohol Sam is depicted as a recovering alcoholic. He bought the bar before quitting, but he kept the bar for "sentimental reasons". He only had one relapse during an episode as his romance with Diane collapsed. You don't see Sam drinking in any other episodes. In 1987 he sold the bar because of a spat with Diane. He regretted the decision and returned to be an employee, but later bought back the bar in the early 1990s. He was always in or out of relationship with Diane until Rebbecca came on the scene after Diane left. The final scene was of Sam closing Cheers for the night - telling a customer (and telling the show's viewers), "I'm sorry ... we're closed".

Diane comes to Cheers when her fiancé Sumner Sloane, her literature professor, leaves her waiting at the bar while he goes to recover his wedding ring from his ex-wife. When he never returns, she realizes she's been dumped and takes a job waitressing at Cheers. Her story is she is the only child of a wealthy family. She seems to know a lot about everything, except what she wants to be doing with her life. She is attending college, but changes her major several times. While working at Cheers she was out of place with her snobbery, she was witty and sometimes had a obsessive-compulsive disorder of a face twitch. Sam always repulsed her and yet she was very attracted to his charms and good looks. Their relationship was very rocky indeed, with every episode you didn't know if they'd he fighting or magnetized to each other. Sam proposed a few times, with attempts at getting married, but it never happened, but she promised to six months later when she returned, which she never did. At the end of her final show Sam imagines them growing old together. For the first time in six years she came to the series final in 1993 and revealed what became of her. She won an award for a made-for-TV movie, but never finished her novel. Sam and Diane unsuccessfully try to rekindle their romance.

The Cheers spin-off "Frasier" had the character Diane on three shows, two were figments of Frasier's imagination.

Carla is a mean-spirited, wise-cracking, street-smart character who was once married to the sleazy and obnoxious Nick Tortelli who often came to the bar with his new wife Loretta. At the start of Cheers she has four children and eight when the series ended. Her second husband was Eddie LeBec who was killed. She could hand out insults like no one else, but had a sensitive side. Her favorite movie is Lady and the Tramp. She was portrayed as disliking Diane Chambers with insults by name calling such as "Pencil-Neck" and "Fish-face" later turning her wit towards Rebecca and Cliff.

Coach was the assistant bartender on "Cheers" also known as the comic relief. He was the assistant pitching coach of Boston Red Sox when Sam Malone was pitching for them. Married at one time but his wife is deceased. He had a daughter who visited the show. One love interest for the coach was Nina, a woman that moved into his building. One day she waited in the bar until the air was fixed. Sam was the first to hit on her but Nina kept turning him down. She said she was too busy when the Coach asked her out. Then Coach pulled his old baseball trick and hurt himself by falling down the stairs to "Melville's". Nina took Ernie home, just as he planned. Characteristic quotes of Coach, he claimed his other nickname was "Red", but not because he had red hair; he had read a book.

- Coach: *answering the phone* Cheers. Yeah, just a second. Is there an "Ernie Pantusso" here?
- Sam: That's you, Coach.
- Coach: Speaking!

Coach passed away during the third and fourth season. Production was halted for three weeks following this. After his death, episodes were moved around. Then Woody comes to Cheers looking for Coach. Coach was referenced frequently throughout the show's run. Coach's final appearance is in the opening to the final episode of season 3, "Rescue Me".

Norm was came to Boston to become an accountant. He later becomes unemployed and eventually a housepainter. Norm is the bar's best customer. His best friend is Cliff the postman. Vera his wife is often mentioned, but never seen. During the second season they divorced and got back together. Norm's entrance into the bar is typically begun with a welcome by the bar crowd followed by a joke from Norm. Jokes typical are:
- "What'll you have, Normie?" "Well, I'm in a gambling mood Sammy. I'll take a glass of whatever comes out of the tap." "Looks like beer, Norm." "Call me Mister Lucky."
- "What's going down, Normie?" "My butt cheeks on that bar stool."
- "How's it going, Mr. Peterson?" "Poor." "I'm sorry to hear that." "No, I mean pour."
- "How's life treating you Norm?" "Like he caught me in bed with his wife."
- "Hey Mr. Peterson, there's a cold one waiting for you." "I know, if she calls, I'm not here."

Cliff was a postal worker who lived with his mother. He was Norm's best bud. He did finally move into a small apartment of his own. He is the trivia know-it-all chatter-box usually to no relation to the conversation going on. Very proud of his postal job. Carla hates Cliff and often insults him. He never had any relationships until the seventh season with another oddball postal worker. She was fired and moved to Canada, Cliff thinks about following her, but patriotism would not let him leave the United States to go to Canada. She returned in the eighth season.
Odd Wisdom from Cliff:
- "Norm, it's a little known fact that the word Florida comes from the language of the Okie Canokie Indians and it means, literally, place where the old people come to sweat."
- "Incidentally, it's a little known fact that the tie was invented in ancient times to be used as a bib, you know, wipe your chin."
- "I've got a pet little theory about that. You see, if you go back in history and take every president, you'll find that the numerical value of each letter in their last name was equally divisible into the year in which they were elected."

Soon after Frasier's first appearance on Cheers it is revealed that he is dating Diane. They ultimately get engaged, but this relationship ends when Diane abandons him at the altar. He nevertheless becomes a regular fixture at the bar, and would eventually marry again, this time to Lilith Sternin, a fellow psychiatrist. They have a son, but this marriage too ends in heartbreak when Lilith cheats on Frasier.

Frasier is genuinely more relaxed and comfortable around the gang at Cheers then any other group of people. His life continues on the show "Frasier". He says of the Cheers gang "They were there for me when I needed friends the most".

Woody is the goodhearted but dimwitted bartender who arrived at Cheers expecting to meet his "penpal" Coach. They actually exchanged pens, not letters. He followed Coach's character in failing to understand the most obvious situations or jokes. Woody's first love is hometown sweetheart, Beth Curtis. She marries someone else. Next, Woody courts a widowed, older woman named Mary, even proposing marriage, but she turns him down. Woody meets Kelly Gaines, a sweet, dim daughter of a wealthy man. He woos her by writing the hilarious "Kelly Song" for her. Her father thinks the simple farmer isn't good enough for his little princess. Love prevails, and Woody and Kelly marry and have a child together.

Beautiful and glamorous Rebecca becomes manager assigned by the bar's new corporate owner. Rebecca is fired from the the Corporation at the same time Sam gets the bar back. Sam keeps Rebecca on staff as a "hired babe," technically as a waitress, though she is practically never seen waiting tables. Then he hires her to run the day-to-day operation of Cheers. She smokes which causes an big fire, which results in Rebecca using her life savings to repair Cheers. Next door rival restaurant Melville gets half of Cheers and Sam has to pay rent and allow it to be a waiting lounge. Rebecca receives money from her father and buys back half of Cheers. That's how they became co-owners of the bar. Rebecca constantly throws herself at rich men. She and Sam have a fling, but in the end she marries a plumber.

Season 6 #126 and 127
126 - "The Crane Mutiny" - The Cheers regulars play a trick on Frasier by convincing him that Rebecca is madly in love with him. Excited, Frasier cuts off his relationship with Lilith, but when he learns he was duped, asks Lilith to marry him.
127 - "Paint Your Office" - Norm works off his bar tab by painting Rebecca's office and part of her home. Sam tags along with Norm and tries to put the moves on Rebecca.

Lilith was an unemotional and restrained woman. Her hair tightly pulled back in a severe bun, she has pale skin, a monotonous voice, and dresses in very conservative clothing. She speaks in exacting, technical sentences with psychological or medical wording. Beneath her icy exterior simmers a passionate personality that she must work hard to repress.