18 Spice Chicken Rub has a bit of sweetness to it from the demerara sugar and cinnamon. When grilling chicken the demerara sugar helps form a nice crust to keep the juices in.
Now while there are a variety of chiles in this blend (ancho, pasilla, de arbol and cayenne) in this blend it only has a very, very mild kick. Finally you'll note some very gentle hints of licorice from the fennel with some subtle fruitiness from the ancho and cloves.
Hand blended from ancho, pasilla, cinnamon, ginger, onion, garlic, cumin, sea salt, demerara sugar, mustard, black pepper, coriander, California paprika, cloves, allspice, fennel, cayenne and de arbol.
As a rule of thumb you should use about 1 or 2 tablespoons of dry rub per pound of chicken or pork. For fish 1/2 that amount might be enough.