As detailed in some of my past posts about other performance enhancing substances (i.e., Red Bull), I prefer Crank E-Gel, which is apparently very very similar to Hammer Gel in content (the first ingredient is maltodextrin, not sucrose or fructose). The thing I like about the Crank E Gel is that it's thinner in consistency and therefore easier to swallow. I prefer the cherry flavor, though we also buy a box of the Mountain Rush every once in a while (I think it's a citrusy-something kind of flavor).

Yes, we buy the stuff by the case. I'm a big believer, though I require real, solid food on very long rides as well.