TV fans think the latest hit show, Landman, has poked fun at the beer brand Bud Light.
The beer, owned by parent company Anheuser-Busch, came under fire in 2023 for partnering with transgender influencer, Dylan Mulvaney, and many people carried out a months-long boycott.
Landman is the latest Taylor Sheridan-produced TV drama, following on from his other hit shows such as, Yellowstone, 1923, Lioness and Mayor of Kingstown.
The show is set in the oil fields of western Texas and stars, Billy Bob Thornton, Demi Moore and Jon Hamm.
In the latest episode, Thornton's character, Tommy Norris, walks into a bar where the server informs him they're having a special on Bud Light.
"I bet you are," replies Norris, and another character, Dale Bradley (James Jordan) then asks the server, "Yeah, how's that working out for you?"
"Like a popcorn fart in church," she responds.
Newsweek contacted Anheuser-Busch and Paramount Network for comment by email.
Bud Light has struggled to recoup its brand after being embroiled in the culture war over its stance on LGBTQ+ issues.
Sheridan also appears to have a long-standing relationship with Bud Light rival Coors, once appearing in an ad for the brand in 1997. Also, fans accused another of his shows, Yellowstone, of being full of product placement, including many appearances of Coors branding in the episodes.
TV viewers watching the latest of Landman reacted to the Bud Light jab on X, formerly Twitter.
"Taylor Sheridan's new show Landman nuked Bud Light in the latest episode. Nothing unites people like mocking Bud Light for being a woke disaster," wrote David Hookstead.
"Only Taylor Sheridan would make an unnecessary dig at Bud Light mid episode #Landman," commented Chaz Powers.
"lmao bud light slander," added X user, @Brazil201.
Landman debuted on the Paramount Network in November and wasted no time in breaking ratings records.
The network revealed that more than 14.9 million people watched the series in its first four weeks on Paramount+, and it is now the most-viewed TV show on the streaming service.
Actor Michelle Randolph plays Thornton's daughter Ainsley Norris on the show and she spoke to Newsweek about her experience.
"To be working with Taylor at a time when he is on top is really special because he makes some of the best shows on TV," she said.
"People love them and they're fun to work on. I am just so lucky."
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