I have always put this rub on just before I put the shoulder in the smoker. Can I put it on the night before and is there a rule of thumb as to how much?
For a shoulder, it's hard to put "too much" rub on. Some say that salt will draw moisture out of the meat, others always rub overnight. I doubt you could dry out a Butt. Buy two and do one each way. Then you'll know and you can tell us .
Joe M speaks the truth. Salt will cure the pork and it will taste like a ham. Ribs too. I usually rub and go right to the smoker. I don't really see any advantage to waiting. JT
For any rub you like, look at the label. If salt is one of the top 3 ingredients, don't use it overnight. As they said, salt tends to "cure" the pork and will create a hammy taste.
Now, if you WANT the hammy taste, certainly go for the overnight rub.
For ribs. I do max of about an hour maybe two depending on what else I'm doing. Couple of hours even isn't bad.
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