A newcomer to the Newcastle social scene is already making quite a name for itself in the arty High Bridge area.
And that name - D.E.A.D - isn't one that's easily forgotten, especially as it happens to be positioned almost directly opposite the bar YOLO: You Only Live Once.
That's purely coincidence, says Erika Sykes, the brand manager of the Black Storm Brewery group which is behind the new venture.
Having just opened its doors in the trend-setting cobbled street, which includes the comedy club, art gallery and a range of other food and drink outlets which replaced former independent clothes shops, the little micropub - whose full name is actually Drop Everything And Drink - has been proving a hit with first customers.
"There have been out of the door," said Erika of its opening weekend. "And the evenings have been really busy too."
That acronym sums up the pub's those of taking time out to enjoy life and Erika thinks this is just the place to do it.
She loves the location which is an expansion for the Whitley Bay craft ale brewing business, run by Paul Hughes and James Davie-Baguley who came up with the company name after watching a storm roll in at the coast.
The Newcastle venture - following last year's opening of the Storm Cellar bottle shop and tap room in the seaside town, as well as a takeover of the gluten-free Autumn Brewery Company down in Seaham - occupies the High Bridge premises formerly taken by the Baby Royalty clothes shop.
The revamp has converted it into a drinking venue with a proper cosy pub feel, with muted lighting; a specially-constructed wooden bar at the back and seating made out of more reclaimed wood with cushions and chill-out music adding to the comfortable feel and relaxed vibe.
Iain Keay is the manager of the D.E.A.D whose craft beer menu features such brand favourites as the Black Storm IPA -at 5.5% and £4 a pint - as well as beers from around the world.
For the hardy there is a Cloudwater Red Chocolate Porter at a whopping 11% - which is presumably why it comes served in a third of a pint-size glass (also £4).
Bar snacks such as charcuterie boards are on offer to complement the brews and there is a selection of small-batch craft spirits and cocktails too.
As business grows, Erika said the idea is to host tasting nights and other events.
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