The wildly popular Yellowstone series has once again stirred debate among fans, but this time, it’s not about plot twists or character arcs. Instead, viewers are voicing concerns over perceived blatant product placement in Season 5, Episode 10, The Apocalypse of Change.
At the center of the controversy is a scene featuring Beth Dutton (played by Kelly Reilly) and Rip Wheeler (Cole Hauser) enjoying a drink at a hotel bar. The bartender prominently showcases a bottle of Four Sixes Vodka, a product from the 6666 Grit & Glory brand, owned by Yellowstone co-creator Taylor Sheridan. Fans have taken to social media to express their displeasure, suggesting the moment felt more like an advertisement than part of the storyline.
A Closer Look at the Scene
The scene in question involves Beth and Rip indulging in a rare moment of peace away from the chaos of the Dutton family drama. As they settle into the hotel bar, the camera lingers on the bartender holding a bottle of Four Sixes Vodka, ensuring the label is clearly visible. While the moment could be viewed as an ordinary scene-setting detail, many fans feel it crossed into shameless product promotion.
One Reddit user described the placement as “laughably clumsy and shameless,” accusing Sheridan of prioritizing profit over storytelling. Another chimed in, calling the episode “a promo for 6666 and its products” rather than a meaningful contribution to the show’s narrative.
Taylor Sheridan’s Business Ventures
Taylor Sheridan is not only the mastermind behind Yellowstone but also the owner of the 6666 Ranch in Texas, a sprawling 350,000-acre property. Through his brand, 6666 Grit & Glory, Sheridan has expanded into the beverage industry, producing vodka, beer, and canned cocktails.
While fans are no strangers to Sheridan’s penchant for authenticity—often showcasing cowboy culture and Western aesthetics—the inclusion of his personal business ventures in Yellowstone has sparked criticism.
One Twitter user remarked, “This season of #Yellowstone has a ridiculous amount of product placement, mostly Taylor Sheridan’s brands. It’s way too noticeable and forced.”
Fan Backlash on Social Media
Social media platforms, including Reddit and X (formerly Twitter), have been flooded with comments from viewers expressing disappointment over what they see as excessive commercialization.
- “This is a disjointed mess,” wrote one Redditor. “At best, it’s a promo for 6666 and its products.”
- “Only Taylor Sheridan making himself dizzy on a horse could save this episode,” joked another, alluding to the perceived overuse of promotional material.
- A tweet read, “They are just pushing 6666 product placement and destroying a beautiful show.”
Fans have also criticized other ventures linked to Sheridan, including the promotion of the 6666 steakhouse in Las Vegas, known for its high-priced menu items like $98 steaks and $30 sides.
The Bigger Picture: Balancing Art and Commerce
Product placement in television is not a new phenomenon. Shows like Mad Men and The Walking Dead have incorporated brand partnerships to offset production costs. However, the key to successful product placement lies in subtlety, ensuring the integration feels natural to the story.
In the case of Yellowstone, fans argue that the 6666 Vodka scene felt forced and disrupted the immersion of the show. Critics claim that such moments risk undermining the series’ authenticity, which has been a hallmark of its success.
On the other hand, some defend Sheridan’s decision, noting that Yellowstone is a high-budget production with sprawling sets, a large cast, and stunning visuals that require significant resources. Product placement could be a way to sustain the show’s quality as it approaches its conclusion.
A Pattern of Self-Promotion?
This isn’t the first time Sheridan has been accused of using Yellowstone as a platform for self-promotion. The introduction of the 6666 Ranch in the show’s narrative raised eyebrows, as it coincided with announcements of Sheridan’s real-life acquisition of the property.
Additionally, the ranch serves as the setting for the upcoming Yellowstone spinoff series, 6666. Some fans speculate that the product placement and storyline tie-ins are part of a broader marketing strategy to generate interest in the new series.
Impact on Yellowstone’s Legacy
As Yellowstone heads into its final episodes, the backlash over product placement raises questions about how fans will remember the series.
The Dutton family drama has captivated audiences with its compelling characters, stunning cinematography, and exploration of themes like loyalty, power, and survival. However, moments like the Four Sixes Vodka scene risk overshadowing the storytelling, leaving viewers questioning whether art has taken a backseat to commerce.
Final Thoughts
While product placement can be a necessary part of modern television, its execution must be carefully balanced with the integrity of the story. For Yellowstone, a show revered for its gritty realism and emotional depth, overt promotions like the Four Sixes Vodka scene feel out of place.
As fans continue to voice their opinions, it remains to be seen whether Sheridan and the creative team will address the criticism in future episodes. For now, viewers can only hope that the remaining chapters of the Dutton saga prioritize storytelling over sales.
