Asip Coffee Focused on Flavor at The Sensory Lab in Merced, CA

At The Sensory Lab by Asip in Merced, California. All images courtesy of Asip.

In California’s Central Valley city of Merced, roasting company Asip Coffee is encouraging sips galore with a second cafe location called The Sensory Lab.

Asip Coffee Founder Justin Shen, a certified Q Grader and US Roaster Championship committee chair and head judge, said the new shop’s combination of concrete and natural wood surfaces is designed to help guests feel grounded and relaxed while focusing on the magic in their cups.

“The goal is to create a ‘Japandi’ interior design, and minimalist chill vibes,” Shen recently told DCN.

The Sensory Lab is distinct from Asip’s visually busier original cafe, whose waterfall tiling blends the front of the bar with the floor, and an abundance of leafy plants thrives off of two walls of windows. The approximately 1,500-square-foot original shop is also inherently livelier as it shares the space with the Giesen W6A roaster on which Shen roasts for both cafes, wholesale customers and online sales.

At the Sensory Lab, where a grand opening celebration is scheduled for Nov. 2, Shen seeks to provide more contemplative flavor experiences following his belief that, as coffee beans are the seeds of fruits, their brews can taste like juice.

“[The] Sensory Lab highlights coffee’s mouthfeel and sweetness, guiding customers through an experience that emphasizes texture and subtle flavor nuances,” said Shen, who studied biology prior to his career in specialty coffee. “Unlike a typical coffee shop, it’s designed to help enthusiasts explore these sensory aspects in depth, bringing out the unique qualities of each coffee.”

For green coffee, Shen turns to a variety of importers, including ICT Coffee, Royal Coffee and Genuine Origin.

“When choosing green coffee, I focus on quality and flavor, high cupping scores and unique flavors,” said Shen. “Also freshness — only recently harvested beans — and ethical sourcing: Fair prices for farmers and traceable origins.”

Asip Coffee Owner Justin Shen at the original Asip roastery cafe nearby in Merced.

Now in its seventh year of operation, Asip Coffee is planning for even more growth in the Modesto and Sacramento areas, including potential new retail locations, collaborations with local businesses, and community engagement through events and educational programs. 

“Balancing the roastery and cafes alongside the responsibilities of chairing and judging the [US Roaster Championship] is a challenge, but it’s made possible thanks to the incredible support and dedication of the entire committee,” said Shen. “Huge shout-out to everyone involved who devotes their time, energy, and passion to elevate the standards of coffee roasting in the U.S. Their hard work truly makes it all happen.”

The Sensory Lab by Asip is located at 847 W. Main St. in Merced. Tell DCN’s editors about your new coffee shop or roastery here. 

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