The brewer, Salta Beer, is the sponsor of Rugby Union in Argentina and as such has a strong connection with the sport.
As they describe in the video, other injuries get better, but teeth do not grow back.
They hit on the idea of creating a useful tooth replacement which is not just handy for tackling food, but also for opening beer bottle caps. That way, if you invite an Argentinian Rugby player to any party, you'll be sure to have a bottle opener on hand.
The only downside is, you'll have to stick your drink in someone else's mouth first.
The replacement teeth are made of metal, obviously, which makes us wonder whether inspiration for the innovation came from watching Jaws in James Bond.
Hmm. Maybe!