Combine all dry ingredients in a small bowl. Stir until the brown sugar and spices are evenly distributed.
If using bourbon or apple juice, whisk it into the mixture a little at a time until you have a paste that’s brushable but not runny.
Pat your protein dry. A dry surface helps the seasoning cling like a champ.
Brush or rub the seasoning onto the surface. For best results, apply a thin layer, then let it rest 10–15 minutes to meld the flavors.
Cook as you normally would: grill, broil, or bake. The sugar will caramelize for a glossy, tasty crust.