Preheat oven to 300°F (150°C). Remove membrane from the back of the ribs: slide a butter knife under the membrane at one end, loosen, grab with a paper towel, and pull it off. Trim excess fat.

Dry rub

Pat ribs dry with paper towels. In a small bowl combine kosher salt, black pepper, smoked paprika, garlic powder, onion powder, and 2 tablespoons packed brown sugar. Rub olive oil over both sides of the ribs, then rub the spice mixture evenly over both sides and into the bone crevices.

Braise

Place ribs meat-side up on a large sheet of heavy-duty foil or in a shallow roasting pan. Pour 1/2 cup apple juice around (not over) the ribs to provide moisture. Tightly tent foil over ribs (or cover the roasting pan). Bake at 300°F (150°C) for 2 to 2 1/2 hours, until meat is very tender and pulls back from the bones by about 1/4 inch.

Signature B.B.Q. Sauce

Make the sauce

While ribs bake, combine ketchup, apple cider vinegar, 3 tablespoons brown sugar, molasses, Worcestershire, Dijon mustard, smoked paprika, minced garlic, grated onion, hot sauce (if using), and black pepper in a medium saucepan over medium-low heat. Whisk to combine and bring to a gentle simmer. Reduce heat to low and simmer, uncovered, 12–15 minutes, stirring occasionally, until slightly thickened. If the sauce is too thick, stir in up to 2 tablespoons water. Taste and adjust seasoning (more vinegar for brightness, more sugar for sweetness, or hot sauce for heat). Remove from heat and keep warm.

Finishing & Serving

Glaze and broil

When ribs are tender, remove from oven and carefully discard foil. Increase oven temperature to 425°F (220°C) or preheat broiler. Brush a generous layer of the warm B.B.Q. sauce over the top of the ribs. Return ribs to the oven on a baking sheet (meat-side up) and bake at 425°F for 8–12 minutes, brushing once more with sauce halfway through, until sauce is sticky and caramelized. If using a broiler, broil 3–6 minutes watching closely to avoid burning.

Finish

Remove ribs from oven and let rest 5 minutes. Brush any remaining sauce over the ribs and dot with butter; spoon pan juices or a little extra sauce over the meat for gloss. Sprinkle with chopped parsley if desired and cut between bones into individual portions.

Serve

Arrange ribs on a platter with lemon wedges on the side for optional brightening. Serve additional warm B.B.Q. sauce on the side for dipping.