Team GB’s men were left to rue a shocking first end as a stubborn fightback against hosts Italy in a throbbing Cortina Curling Stadium was not enough to prevent their first defeat of these Winter Olympics.
After winning their opening two matches, including against the Swedish rink who beat them in the gold-medal match four years ago, the British team went into their second high-grade encounter in two days in a strong position.
However, a horrendous first end during which the Italians stole four points left them chasing in front of a raucous home crowd armed with horns, bells and whistles.
These British players are the world’s top-ranked rink for a reason, though, and slowly reeled in Italy, levelling in the ninth end.
However, the local favourites held firm in the last to win 9-7 and add the scalp of GB to that of the Swedes, who they beat in their opener.
“We had to dig deep and we played nine really good ends and controlled it from there, but we just couldn’t do enough to get the win,” lead Hammy McMillan told BBC Sport.
Seven wins from the nine round-robin matches will guarantee a place in the semi-finals – fewer may well still be sufficient – so Mouat’s rink are still in a strong spot.
GB’s women are next on the ice, playing their second match against South Korea at 13:05 GMT. The men will return to the rink on Saturday, when they face Czech Republic, also at 13:05.