Blueberry (Vaccinium spp.) is an important small fruit crop in the US and production is composed of southern highbush (SHB), rabbiteye (RE) and northern highbush (NHB) types. Fruit quality attributes are important in marketability. There is a subjective debate in the industry that highbush types have the highest fruit quality, however, there are limited studies comparing the quality across types, with no studies comparing flavor. In addition, understanding the trait relationships to consumer acceptability will help the marketability of fruit and aid tool development for breeding. The objectives of this study were to characterize flavor components including (volatile compounds, sugars, organic acids) of commercially grown SHB, RE and NHB cultivars; explore their relationships with consumer sensory scores; examine differential gene expression relating to volatiles and consumer acceptability; and assess changes of key volatiles over 30 day cold storage (4°C). Thirteen cultivars were in common across two seasons (2018, 2019) from three types were evaluated. Fruit were collected from commercial packers for analyses (flavor volatiles on GC-MS, sugars and acids on HPLC). Sixty-five volatiles were detected, and terpenoid and aldehyde groups contributed to over half the volatiles in both years. Results suggest that terpenoids and aldehydes should be the focus to improve flavor. For sugars and acids, RE and SHB may be sweeter than NHB and more preferred by consumers. NHB may be sourer than RE and SHB, which may influence consumer perception. Sensory results contradict the perception of NHB having better quality attributes. The majority of monoterpenes correlated with sensory attributes and can serve as targets to improve flavor. Out of 15 gene transcripts evaluated, the expression of two gene transcripts had strong (ADH3, R² = 0.88) and moderate (MVK3, R² = 0.33) prediction of consumer overall liking. For cold storage, flavor volatiles associated with sweet/floral, citrus/lemon, and minty did not change over storage. Green/grassy flavors may not change in RE and may in SHB, but results across years were variable. Overall, this project provides a starting point in understanding blueberry flavor across the three blueberry types, and provides tools to aid in breeding for enhanced flavor characteristics.