For the brine: In a large bowl, add the coffee, salt and 4 cups warm water and stir to dissolve the salt. Add the rib roast. (If the liquid does not cover the meat completely, either make sure to flip the roast halfway through brining, or transfer the brine to a large turkey bag, add the rib roast and then seal tightly so the roast is completely surrounded by the brine.) Brine, refrigerated, at least 8 hours and up to 12.
For the rub: In a small bowl, mix together the breadcrumbs, ground coffee, brown sugar, parsley, sage, paprika, garlic powder, salt, white pepper and a nice grind or two of black pepper.
Remove the roast from the brine and pat it as dry as possible with a paper towel (discard the brining liquid). Using your hands, coat the roast on all sides with the rub, gently massaging it into the flesh. Let rest on the counter to come to room temperature, about 2 hours.
For grilling and serving: Place a drip pan under the grates on a grill and pour in the beer. Heat the grill to medium high (300 to 400 degrees F).
Place the roast bone-side down directly on the grill over the drip pan on indirect heat. Close the grill and cook until medium rare (120 degrees F), about 1 hour and 40 minutes. Remove from the grill and cover with aluminum foil to rest for a real 20 minutes.
Slice between the ribs and serve, or cut the meat off the ribs in a chunk and slice from there. Serve with Sunny's 1-2-3 Horseradish Sauce.
Sunny's 1-2-3 Horseradish Sauce:
In a small bowl, mix the sour cream, horseradish and Worcestershire. Refrigerate until ready to serve.