Preheat oven to 300 degrees Fahrenheit.
Heat a dry, empty skillet on medium high to high heat.
Combine rub ingredients in a bowl, mix until blended.
Rub the spice mix "rub" all over each side of the beef.
In the dry, hot skillet, sear the beef on each side, so that the spice rub creates a crust. Don't disturb or move the meat as it's searing, this will interfere with a good crust being formed.
Once the beef is seared on all sides, pour in the beer around, cover loosely with foil or an offset lid, and transfer to the oven. If necessary, transfer the beef to an oven safe skillet or Dutch oven (unless you're using one already).
Every 60-90 minutes spoon a bit of liquid over the beef, and add additional liquid to maintain 1-2 inches depth if it's evaporating and continue to cook for 2-4 hours until the meat is tender.
Once the meat can be pulled apart with a fork, remove it to a large platter or baking sheet and start shredding it apart with two forks. Add extra braising liquid as you shred, to keep meat moist.
Assemble the sandwiches. Top the buns with a pile of the shredded beef.
Top with additional toppings as desired (see post copy for ideas!).