Pour apple cider into a medium pot. Break cinnamon sticks in half and add to pot. Add ginger, cloves, nutmeg, orange peel, lemon peel, juice, and brown sugar.
Bring to a boil then reduce to simmer over low heat for 30 minutes.
Ladle into mugs and add 2 ounces of vodka, bourbon, or champagne to each if desired. Garnish with cinnamon sticks and lemon or orange slices.