Being from Utica, I can look back fondly on summer evenings spent with my Dad at Spilka’s bar–a couple dozen raw clams washed down with a pitcher of ice cold Matts. Mmmmmm.
Seems to me that part of what makes a brew "mega swill" is familiarity. The swill was always the stuff you got at keggers. At school in Binghamton that would have been Pabst Blue Ribbon, but at Hamilton College (near Utica) the keggers ran on the local brew, Matts. Ironic, because at that time, Matts was the flagship product of F.X. Matt Brewing!
Anyone remember Beer Balls? F.X. Matt filled theirs with Matts Premium. Were there any other brewers selling them?