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"The bakeries are packed, though, and those out and about you see them panic buying."

Its price more than doubled amid a wave of panic buying and a search for alternative suppliers.

"The Beyhive sale had a lot of panic buying and/or increased dynamic prices from Ticketmaster/SeatGeek - I think both," she says.

“And with eggs making national headlines daily, there may also be an element of panic buying, further fueling demand.”

It is understood that Diageo is managing its allocation limits on Guinness on a weekly basis and trying to avoid panic buying before the festive period.