Go for a burton
Meaning
To be destroyed, ruined, killed, or to experience catastrophic failure.
Origin
The phrase 'go for a burton' emerged from the dark humor of British Royal Air Force (RAF) pilots during World War II. It morbidly repurposed a popular advertising slogan for Burton Ale, which proclaimed 'Gone for a Burton' to imply someone had simply stepped out for a beer and wouldn't be back for a while. In the grim reality of aerial combat, this innocent phrase was tragically adapted as a terse, understated euphemism for a pilot who had crashed, been shot down, or was killed in action, signifying they would never return from their mission.
Examples
- The old engine went for a burton mid-flight, forcing an emergency landing.
- After the company's financial scandal, their reputation went for a burton, losing all public trust.