Wimbledon has introduced self-service Pimm's machines for the first time in the tournament's history, a move aimed at speeding up service. However, the innovation has drawn criticism from some attendees who feel the automated system detracts from the traditional Wimbledon experience and comes at a premium price.

The new machines, being trialed on the Tea Lawn, require customers to place a pre-filled cup of ice and fruit under a nozzle before selecting their drink via a touchscreen. Despite the self-service nature, the cost remains £13.45 for the drink, with an additional £1 for the cup, totaling £14.45. This price point has led to complaints, particularly regarding the limited garnish provided. Each self-poured drink comes with two half slices of cucumber, half an orange segment, and a single mint leaf, notably excluding strawberries.

A tournament staff member reportedly explained that strawberries were omitted because they require more preparation time. This decision has been a focal point for discontent, with one attendee, Rod Gatsby, stating, "£14.45 is pretty expensive for no strawberries."

Fans have also voiced concerns about the perceived lack of traditional Wimbledon touch. Tim Jowitt, 78, commented, "It's automated, so it's not really a Pimm's at Wimbledon. It feels a bit cheap to be honest." Similarly, Lesley Carr, 69, noted, "There isn't much fruit, I'd rather have a bit more fruit. It's quite pricey for what it is, given its self-serve, and very little fruit."

The self-service trial has not entirely eliminated queues, with over 30 people observed waiting for approximately 10 minutes to use the machines. Some fans opted for the traditional manned bars, where queues were sometimes shorter. Luke Sieger, 52, expressed a preference for human interaction, stating, "I'm here for an event and an occasion so I'd much rather be served by a human than a machine."

The increased cost of Pimm's aligns with a broader trend at Wimbledon. The price of the Pimm's Cup has risen by £1.20 compared to the previous year. Last year, the cost of strawberries and cream also saw a 20p increase, ending a long period where the price remained static at £2.50.

These price adjustments coincide with record-breaking prize money for the tournament, which has a total prize pot of £64.2 million this year, a 20 percent increase. The singles champions each stand to win £3.6 million, while first-round losers receive £80,000.

Not all feedback was negative. Estelle Hutchinson, 32, acknowledged the speed of service. "It's nice on a hot day but it's quite a lot," she said. "It's the drink that's most wimbledonesque. I like it because it's a lot quicker. I can't taste the difference." Over 345,000 glasses of Pimm's are typically served during the two-week tournament, making it a signature tradition alongside strawberries and cream.