The cooler step seems key - I smoked a brisket for the first time last year and I didn’t do the cooler step (too impatient and hungry) and just let it rest on counter for a few minutes before cutting and I found it to be tough and chewy. I’ll be more patient next time.
Discussion
A good brisket is also crucial. 99% of the beef I eat is from local farms, but you really want a nicely marbled prime/wagyu brisket for smoking. It makes all the difference.
Yeah I need to step up my local butcher game. Wife does most the shopping and it’s usually Wally World or Costco.
You'll find "better" brisket at Costco. They sell prime. Most of the local beef I buy is unrated and has nowhere near the marbling on their brisket. It tends to come out tougher and less flavorful, especially grass fed/finished brisket.
Eating the "shitty" meat occasionally is fine with me. I look at brisket as a treat to enjoy - and to share! I always give some to my friends and neighbors. 😄