When the final season of Yellowstone debuts Nov. 10 on Paramount Network and CBS, don’t be surprised if viewers spot a member of the Dutton family hopping in their Ram pickup to grab some Coors Banquet and Fritos from the store.

The Taylor Sheridan drama, among the most-watched shows on TV and streaming, has become an in-demand place for major brands and sponsors seeking in-show integrations, custom content around the program and its characters, and merchandising, giving them the ability to leverage the IP on their own packaging.

The final season will take those integrations up a notch, with Paramount advertising president John Halley calling Yellowstone a “canvas for brand integrations” during an interview with The Hollywood Reporter.

For the upcoming final season, Paramount has lined up a number of brand partners, including Ram, which has been a sponsor since season one, with members of the Dutton family driving Ram pickup trucks.