Well, shiver me timbers! Sales of rum are rocketing - because of the huge success of the Pirates of the Caribbean movies.
Johnny Depp's portrayal of loveable rogue Captain Jack Sparrow has helped demand for golden rum leap 31 per cent.
The boom has been driven by the growing popularity of pirate-themed fancy dress parties and a craze for rum cocktails such as mojito, pina colada and mai tai.
Tesco rum buyer Katherine Abram said: "Demand for rum is at its highest since the Sixties, when everyone was drinking Cuba Libres.
"There's no doubt Pirates of the Caribbean has helped. The swash-buckling theatricality of the films has inspired people to hold pirate parties with rum punch the order of the night."
Party-loving princes William and Harry have joined in the craze. Their favourite cocktail - a rum, brandy, peach liqueur and champagne mix called Treasure Chest - is served for £100 at trendy London nightspot Mahiki.
Golden rum, which mixes best in cocktails, has seen the sharpest rise in sales, up 65 per cent year-on-year at Tesco.
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