Opened in 1891, Lakeside is one of the oldest beachside businesses in Minnesota. New ownership decided to return Lakeside Tavern & Brewery to its roots (except for the brothel part - that stayed firmly in the past) and began to brew original craft beers again. But the various beer styles needed connective tissues, not only among themselves but with the overall restaurant concept. The brand needed to signal it was new and improved without leaving the fan base behind.

Each craft beer comes with a story of how the exciting life of Chester, the fictional mascot/spokesperson/founder, inspired its creation. Chester travels through time and space, constantly connecting adventures to the flavor profile of the beers. He acts as a central figure in the narrative of the restaurant without neglecting his post as a marvelous host.