DRINKERS in East Lancashire could face price rises of up to 17p a pint if a controversial full measure law comes into force.

Landlords and brewers are warning that Government proposals to ensure customers get a full pint of beer - not including the head - would mean big increases in costs.

They believe that to ensure drinkers get a full pint of liquid every time they would have to serve between five and ten per cent over.

That would need larger glasses to cope with the larger measures and to accommodate a head. Pubs would also need to install metered pumps.

Mick Gallagher of Burnley Licensed Victuallers' Association and who runs the Stanley in Burnley said ensuring an exact full pint with cask beer was a near impossibility. "I reckon you would have to put up to 20 per cent more than a pint in to be sure and that just couldn't be done in the glasses we have now.

"It is OK with metered pumps like they have in nightclubs but it is the cask beers people want now and you just can't do it with those.

"People in this part of the country like a head on their pint and if they want it topping up we're always happy to do that." Blackburn Manxman landlord Geoff Sutcliffe, secretary of Blackburn Licensed Victuallers' Association and North West chairman of the Federation of Licensed Victuallers, said: "It would all mean a lot of extra costs which inevitably would have to be passed on to the drinker."

"To pull exactly a full pint every time is impossible, even with a lined glass.

"With the glasses that are used now to be sure of it being a pint you would have to fill it almost to overflowing and you wouldn't have a head."

"People drink with their eyes and want a pint to look attractive."

He believes the issue was one of customer service between landlord and customers rather than something for legislation.

"Some of my customers ask me for a big head and that is fine if that is what they want. If customers want their pint topping up they just ask.

"If customers think they are being sold short all the time they'll go elsewhere.

Mr Sutcliffe favours a voluntary system: "What the trade could develop is a voluntary system where they ask each customer if they are happy with the pint that is pulled before they pay for it. If they aren't it can be topped up."

The existing voluntary industry code of practice recommends a pint is no less than 95 per cent liquid.

The Campaign for Real Ale has long called for laws to exactly define a pint of beer. "We are taking a pragmatic approach about this issue and while favouring the full liquid pint option we are also seeking a tolerance level within the legislation," said a spokesman.

"We want to safeguard the consumers and prevent a price hike."

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