Rub the spice mixture all over the roast, pressing it into the surface to adhere. Let sit at room temperature for 20–30 minutes while you prepare the aromatics (or refrigerate up to overnight covered).

Cooking Liquid & Aromatics

Sear the roast

Heat a large heavy-bottomed Dutch oven or oven-safe pot over medium-high heat and add the olive oil. When shimmering, sear the roast on all sides (3–4 minutes per side) until a deep brown crust forms. Transfer roast to a plate.

Sauté aromatics

Reduce heat to medium. Add sliced onion, carrots, and celery to the pot and cook, stirring occasionally, until softened and beginning to brown, about 6–8 minutes. Add smashed garlic and cook 30–60 seconds until fragrant.

Deglaze and build liquid

Stir in tomato paste and cook 1 minute. Pour in red wine (if using) and scrape up browned bits from the bottom of the pot with a wooden spoon. Allow wine to reduce by half (2–3 minutes). Add beef stock, Worcestershire sauce, bay leaves, and thyme. Stir to combine.

Return roast to pot

Nestle the seared roast back into the pot so the liquid comes about halfway up the sides of the meat. Bring the liquid to a gentle simmer on the stovetop.

Braise

Cover the pot with a tight-fitting lid and transfer to a preheated oven at 150°C (300°F). Cook until the meat is fall-apart tender, about 3 to 3.5 hours depending on thickness. Alternatively, braise on the stovetop over the lowest heat with lid on for similar time.

Finishing & Serving

Check for doneness

Remove pot from oven. Using tongs, lift the roast onto a cutting board or large bowl. The meat should pull apart easily with a fork; if not, return to oven and continue cooking in 30-minute increments.

Strain and reduce (optional)

While the meat rests, skim fat from the surface of the cooking liquid and strain solids if you prefer a smooth sauce. Return strained liquid to the pot and simmer over medium heat until reduced and slightly thickened, about 8–12 minutes. Taste and adjust seasoning with salt and pepper.

Shred the beef

Using two forks or meat claws, shred the roast into bite-sized pieces. Remove any remaining tough connective tissue or large pieces of fat. Return shredded beef to the pot with reduced sauce.

Finish flavor

Stir in apple cider vinegar and optional brown sugar and barbecue sauce if using. Heat gently until combined and warmed through, about 3–5 minutes. Taste and adjust seasoning with salt, pepper, or additional vinegar/sugar to balance.

Serve

Transfer pulled beef to a serving dish and sprinkle with chopped parsley if desired. Serve warm on rolls, over mashed potatoes, in tacos, or alongside roasted vegetables. Reserve extra sauce for serving.