Rub roast with garlic, salt and pepper; sear all sides in a skillet over medium-high heat.
Preheat oven to 250°F; place roast in a baking pan or roaster; top beef with onion soup mix, sliced onion and a sprig of rosemary; pour beef broth, cooking wine and Worcestershire sauce over roast.
Roast covered four hours; raise oven temperature to 325°F, uncover, roast an additional 30 minutes; remove roast from oven; let rest 10 minutes.
Remove roast from from the pan; shred or slice beef thin; return beef to juices.
Butter rolls; toast lightly under a broiler; top rolls with beef from juices; add cheese, if desired.
Serve with warmed au jus for dipping.