Add the warm water, yeast, and half of the granulated sugar to the stand mixer bowl. Let sit for about 10 minutes until bubbly.
Add the warmed eggnog, remaining granulated sugar, and salt.
Ensure the dough hook is attached to the mixer, then add the flour to the bowl. Turn the mixer on low and mix until it comes together to form a dough.
Cut the 1/4 cup softened butter into small cubes and add to the dough a few at a time. When you add the butter, the dough will become very sticky, but let the mixer do its job, and it will all come together. If your mixer seems to be gliding over the dough rather than bringing it together, stop the mixer and sprinkle one tablespoon of flour over the surface of the dough, then start the mixer again. This should help the hook grab the dough. Mix for 8-10 minutes until all the dough has pulled away from the bowl and you have a soft, elastic dough.
Turn off the mixer and turn the dough onto the counter. Knead a few times, form a ball, and then return it to a lightly greased bowl. Cover and let rise until doubled. This will take about two hours, depending on the warmth and humidity of your home.
After the dough has risen, turn it out onto a floured counter or pastry mat and roll it into a rectangle of about 12x15 inches with the short end facing you.
Mix the brown sugar, cinnamon, nutmeg and cloves in a small bowl.
Spread 1/4 cup very soft butter over the dough and then sprinkle the cinnamon mixture over the dough leaving 1 inch on the long end furthest from you bare.
Roll the dough to form a log from the short side closest to you, and pinch the seam to seal. Cut into eight rolls. Place the rolls into a greased 9×13 baking pan, then cover and let rise for approximately 30 minutes.
While the rolls are rising, preheat the oven to 375°. Once the rolls have risen, uncover and bake on the middle rack for 22-28 minutes until golden brown.
Remove from the oven, let cool for 5-10 minutes and ice as desired.