I have 2 favorite bullets, neither of which I shoot anymore. First is a 7mm, 140 grain Sierra GameKing. I used to put one in my 7X57. Great in 7mm-08, maybe the most perfect deer killer in a good, handy rifle.
The other is the .308 Speer Grand Slam in 180 grains.
Dave Peltzal has a few different favorites. I'd go with what he says as a recommendation, but I haven't shot those, besides the Nosler Partition. The 140 gr Sierra is very accurate, stays together in my experience and doesn't cost a lot. It's all you need and more for any white tail.
The Grand Slam is probably out-classed by a Swift what-ever. (See Dave Peltzel) but a lot of people from Montana like it and the Nosler Partition in a 30-06 and 300 Win for elk. A lot of guys out there, the bread-and-butter hunters that actually hunt elk every year, they don't screw with new stuff when they know what works. They can't afford new rifles, powder and bullets all the time.