Pat the brisket dry with paper towels to remove excess moisture, which helps the rub adhere better.
Mix coarse salt, cracked black pepper, and brown sugar (if using) in a small bowl to create your simple rub.
Generously press the rub all over the brisket, ensuring every surface is coated evenly to build a flavorful crust.
Preheat your smoker to a steady 225°F (107°C), and add the soaked wood chips to the smoker box or coals, ensuring a steady smoke starts to develop.
Place the brisket fat side up on the smoker grate, close the lid, and let it cook slowly, maintaining the temperature and adding soaked wood chips as needed for consistent smoke.
Mix apple cider vinegar with water in a spray bottle and spritz the brisket every hour to keep the bark moist and enhance flavor.
Halfway through cooking, wrap the brisket tightly in aluminum foil or butcher paper to retain moisture and help it become tender.
Continue smoking until the internal temperature reaches about 195-203°F (90-95°C), checking with a meat thermometer for doneness.
Once cooked, remove the brisket from the smoker and let it rest, tented loosely with foil, for at least 30 minutes to allow juices to redistribute.
Carve the brisket against the grain into thick slices, revealing the smoky pink smoke ring and crispy bark.
Serve your beautifully smoked brisket with your favorite sides and enjoy the tender, flavorful meat with a satisfying crunch of the bark.