can't win them all

(you) can't win them all

A phrase said, often as an attempt at consolation, when one has lost or failed to achieve a desired result, especially after previous success. "Them" is sometimes abbreviated as "'em." I know you're disappointed to have the lost the game, but you can't win them all, honey. A: "I'm sorry, I know you worked really hard and were expecting an A+." B: "Eh, can't win 'em all."
See also: all, win
Farlex Dictionary of Idioms. © 2015 Farlex, Inc, all rights reserved.

(You) can't win them all.

 and (You) can't win 'em all.
Inf. a catch phrase said when someone, including the speaker, has lost in a contest or failed at something. (The you is impersonal, meaning one, anyone. The apostrophe on 'em is not always used.) Mary: Gee, I came in last again! Jane: Oh, well. You can't win them all. "Can't win 'em all," muttered Alice as she left the boss's office with nothing accomplished.
See also: all, win
McGraw-Hill Dictionary of American Idioms and Phrasal Verbs. © 2002 by The McGraw-Hill Companies, Inc.

can’t win (th)em all

tv. (one should) expect to lose every now and then. It doesn’t really matter. You can’t win them all.
See also: all, win
McGraw-Hill's Dictionary of American Slang and Colloquial Expressions Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved.
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References in periodicals archive ?
We battered them in the last 20 minutes but you can't win them all."