Beef flavor has been identified as a driver of consumer acceptability; however, little is known about variability of flavor in major retail beef cuts. Four beef cuts (chuck roast = 50, top sirloin steaks = 49, top loin steaks =50, and 80/20 ground beef = 50) were obtained from retail stores in Miami, Los Angeles, Portland, New York, and Denver during a two-month period in 2018. Beef present in the retail beef cases were purchased to be representative of consumer selections. Production systems or package claims were documented. Chuck roasts were oven roasted and top loin, top sirloin and ground beef (made into patties) were grilled to an internal temperature of 71˚C. An expert, trained flavor and texture descriptive attribute sensory panel evaluated beef flavors, aromas and textures and consumer sensory panels in Fort Collins CO and Lubbock TX evaluated beef for overall, overall flavor, beef flavor, grilled flavor, juiciness and texture liking. Ground beef was more intense (P <0.0001) in brown, fat-like, green hay, and sour milk/sour dairy flavor aromatics; and salty and sweet basic taste than steak cuts. Additionally, ground beef patties had the lowest levels (P<0.0001) of bloody/serumy, metallic, and liver-like flavor aromatics. Chuck roasts had the lowest levels of (P<0.0001) beef flavor identity, brown, and roasted flavor aromatics, and salt and umami basic tastes. Sirloin steaks were lowest (P<0.0001) in fat-like flavor aromatics and most intense (P<0.0001) in burnt and cardboardy flavor aromatics; and bitter and sour basic tastes. Sirloin steaks and chuck roasts were more intense in metallic and liver-like (P<0.0001) flavor aromatics. Ground beef patties had a higher incidence of green hay-like. Consumers rated chuck roasts lowest for overall, overall flavor, grilled flavor and juiciness liking (P<0.04). Ground beef pattes and top loin steaks had the highest consumer texture liking (P<0.0002). Therefore, variation in beef flavor attributes were identified in retail beef cuts and ground beef. Beef descriptive flavor and texture attributes were related to consumer liking and negative flavor aromatic attributes were identified.