I like ASVS and hope that it becomes more popular. Other control standards like CAIQ/CCM are also useful depending on the application.
OWASP SAMM I haven't used yet but I want to have a look! My org uses BSIMM currently. Happy to see an open alternative.
Edit: To be fair, I've noticed "shift left" emerge as a buzzword alongside the popularity of DevOps and DevSecOps. There has been a meaningful improvement in tooling that allows for earlier testing, so I'll concede the new buzzword :)