David Murdoch's men's curling rink were forced to settle for a silver medal after suffering a thumping 9-3 loss against Canada in the Olympic final.
The in-form Canadians proved a class apart thanks to a devastating display at the Ice Cube Curling Center on Friday.
The Britons had to beat Norway in a tie-break to get through to the semi-finals, where they beat Sweden with the final shot of the match.
They went into the final knowing they would pick up the first Games medal for men in the event since 1924.
However, they could not live with Brad Jacobs' rink, who were big favourites before the match and they came out all guns blazing.
Canada took an early 2-0 lead in the first end and were 5-1 up after three ends.
The contest was effectively over in the fourth end when Murdoch had a straightforward shot for a two but overcooked it and instead, after a measurement, the Canadians took a point so instead of trailing 5-3, it was 6-1.
Murdoch, a two-time world champion and three-time European champion, shook hands with Jacobs after the eighth of the 10 ends.
Victory handed Canada a third straight Olympic men's gold medal in the event and it comes after their women's team beat Sweden to win their first gold since Nagano in 1998.
"We just never got off to a good start," said Murdoch.
"We were struggling after three, and when you go 5-1 down to a team of that calibre it's extremely difficult to come back.
"I'm disappointed now but a silver medal is scarily cool. I think I'll appreciate it in about 10 minutes."
Vice-skip Greg Drummond was keen to stress that the competition had been a success for GB, despite the humbling in the final.
He said: "It's mixed emotions but we're thrilled to call ourselves silver medallists, not everyone can do that.
"We stood on the podium to get our flowers with pride and we will wear our medals loud and proud.
"It's the toughest game in the world to lose. We had the opportunity of a lifetime to win a gold medal.
"Who knows if we will get an opportunity to do that again? It's hard to put a finger on what went wrong exactly.
"We didn't have a good start to the game. We gave them a head start and that's something you can't do against a team like Canada.
"They're one of the top teams in the world right now."
Scott Andrews added: "Obviously we're disappointed right now. We didn't give Canada a real game out there. But we did get a medal and if you'd told us at the start of the week that we'd be silver medallists, we'd have probably taken it.
"Sure it hurts right now, but we'll look back on this as a great achievement."
Sweden earlier beat China 6-4 to take the bronze, clinching the game in an extra end.