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The cameras are part of an eight-week research project which Coors has launched together with off-licence chain Bell's, in order to gain an insight into why drinkers choose the brands they buy.

Coors owns the Carling, Caffrey's, Grolsch and Worthington's beer brands, as well as the Reef and Hooch pre-packaged spirits brands.

The layout of the off-licence, in Guisborough, has been redesigned for the project to include a beer aisle sporting specially developed point-of-sale material.

The aisle has been divided into three zones, targeting those who are buying for a party or celebration, those who want to drink at home while relaxing, and those buying out of the chiller cabinet.

Teams of researchers will also be on hand to quiz customers about what beer they have bought and why.

Coors director of customer marketing Tim Boyse said: "The thrust of the whole exercise is to try to make beer purchasing a more interesting experience and even add a touch of excitement to the occasion.

"By the end of the eight-week project we expect to have an intriguing insight into the make-up of beer shoppers buying at off-licence outlets."