1. For the glaze, bring the Coca-Cola, vinegar, brown sugar, and chilies to a boil over high heat; in a small saucepan reduce the heat to medium-low and simmer until syrupy, about 10 minutes. Decrease the heat to low and keep the sauce warm while the ribs cook.
2. Preheat the oven to 325°F. Liberally season both sides of the ribs with salt and pepper. Place the ribs on a broiler pan and bake for 30 minutes, glazing the ribs occasionally with the Coca-Cola mixture. Turn the ribs over and continue to cook for an additional 30 minutes, glazing occasionally, or until the ribs are tender and the meat is starting to pull away from the bone. (If grilling, simply treat the grill as a oven.)
3. When the ribs are cooked through, set the oven to broil or place on the hot side of the grill or increase a gas grill to high. Liberally spoon half of the remaining glaze over the ribs and broil until glazed a deep mahogany brown, 5 to 7 minutes. Turn over; repeat with the remaining glaze, an additional 5 to 7 minutes.