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I personally don't care for sweet on beef, i like a little more of the cumin,chili powder based rubs. hard to beat just salt n pepper and basted with butter the last hour. you might want to go to the sauce/rubs forums and check them out.
Last I did I used French's mustard as a base, good coating all around.
then
2 parts Paprika
2 parts Cumin
2 parts Cracked black
2 parts Kosher salt
1 part Garlic
1 part Onion
1 part Thyme
i just rubbed about an hour ago, you think i can rub a little frenches on top of the rub?(kind of backwards, right) ive only used mustard on my pig before rubbing.
Iffin' ya want that, yep. I prefer an herb/spice crust over a candy one tho. I use VERY little sugar in anything.
Sometimes if I want to carmelize, I'll rub with corn syrup. WAY less sweet, and a malty flavor. Or try some of the hopped malt liquids for brewing...works well.
Jack
My favorite beef rub contains NO sugar. Only savory flavors and lots of them. Beef can take a lot of flavor without being overdone.
As far as the mustard thing, When I do pork I apply some rub to the meat then mustard then more rub.
No matter what you do It will be fine.
Have fun and good luck.
I've found that if you try to put too much of a rub on without having something to hold on to it then most of it is going to just run off when it's cooking or fall off when you are putting it into the smoker. I've also found that sometimes a little goes a long way depending on the rub you are using. Like everyone has said before, I prefer little to no sugar on my beef. Keep the rub at the level of what you need to season and get the flavor you are looking for but don't cake it on. It may actually burn and defeat the purpose.
Sorry if this is rambling a little...getting ready to call it a night...