It always seemed a bit weird to me. And I assumed the overmeasure was 10% or 15%. Which still seemed quite a lot. How wrong I was. It also seems to have been very widespread. At least in some districts.
The Trade and the “Long Pull.”
A circular has been issued by the Birmingham and Midland Counties Wholesale Brewers' Association to the retail licensed trade in the area under their control, in which the “long pull” is practised to an extent affecting 8,000 houses, to the effect that on and after July 16th the "long pull" will be discontinued, and a maximum of 25 per cent, over measure will be permitted. As a sequel to this circular there will also be sent out a printed card for exhibition in a prominent part of the various houses intimating the discontinuance referred to. We understand that up to the present time fully 95 per cent, of the trade have intimated their willingness to assent to the proposal regarding the “long pull." The remaining 5 per cent, it is believed will no doubt be brought into line when they realise the comparative unanimity of their trade colleagues, and the necessity for concerted action. In the event of their still holding out public opinion is relied upon to induce them to lend their practical support towards sweeping away a custom which is admitted to be open to abuse.
The Brewers' Journal vol. 36 1900, July 15th 1900, page 404.
It sounds like the pratice was very widespread in Birmingham. And the size of the overmeasure - often more than 50% - is incredible. When you ordered a pint, you'd get more than 1.5 pints. Which is crazy. Even after "abolishing" the long pull, landlords were still allowed to serve a 25% overmeasure. Which still seems like quite a lot to me.
The long pull was still around at the start of WW I. Until it was made illegal as part of wartime restrictions on the drinks trade.
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