Sanctuary Coffee Roasting, a burgeoning specialty coffee enterprise helmed by acclaimed chef Vatche Moukhtarian, has officially unveiled a dedicated tasting lounge within its production roastery in Clovis, California. This strategic expansion marks a significant step in Sanctuary’s mission to cultivate a welcoming environment for coffee enthusiasts to delve into the intricate world of coffee production and flavor profiles. The newly established lounge aims to demystify the coffee tasting experience, offering a unique blend of education and sensory exploration in an accessible and inviting setting.
A Haven for Coffee Discovery
The tasting lounge, situated within the operational heart of Sanctuary’s roastery, offers a distinct departure from the typical industrial ambiance. Moukhtarian, drawing inspiration from his culinary background and a desire to create a space for mindful indulgence, has meticulously designed the lounge to evoke a sense of refined comfort and relaxed sophistication. The space is furnished with Chesterfield sofas, antique-style brass table lamps, and plush leather ottomans, all set against a backdrop of deep blue carpeting. One wall is adorned with burlap coffee sacks sourced from various origins, including Brazil, Guatemala, Peru, and Indonesia, serving as a visual testament to Sanctuary’s global sourcing practices. A hand-painted mural depicting a coffee cherry tree further enhances the artistic and thematic coherence of the lounge, while the exposed ceiling subtly reminds visitors of their immersion within an active production facility.
The Italian phrase "dolce far niente," meaning "the sweetness of doing nothing," is artfully integrated into the mural, encapsulating the core philosophy behind Sanctuary Coffee Roasting. Moukhtarian articulated this vision, stating, "That’s the whole point of the room, and honestly the whole point of the company." He elaborated on the significance of the Sanctuary name itself, emphasizing its role in creating a dedicated space for individuals to pause and connect with their coffee. "We all do so much in a day that we leave ourselves almost no time," Moukhtarian observed. "A quiet cup of coffee is a refuge in itself in this busy world." This sentiment underscores the company’s commitment to providing moments of tranquility and mindful enjoyment in an increasingly fast-paced society.
Demystifying the Art of Coffee Tasting
Central to the tasting lounge’s offerings are its free public cupping sessions, scheduled every Wednesday and Thursday at 11 a.m. and 1 p.m. These intimate sessions, limited to a maximum of eight guests and requiring advance reservation via text, are designed to be both educational and engaging. Each cupping lasts approximately 45 minutes and provides attendees with a hands-on opportunity to explore coffee flavors through guided tasting and innovative sensory tools.
Sanctuary’s current tasting program features a unique side-by-side coffee tasting experience, complemented by a set of proprietary visual aids known as "Cup Rings." These specially designed coasters are placed before each guest and feature plain-language flavor and intensity cues, a departure from the often esoteric jargon associated with coffee evaluation. Moukhtarian, a seasoned chef with over two decades of culinary experience and the founder of Fresno’s well-regarded Cracked Pepper Bistro, developed the Cup Rings to make the sensory evaluation process more approachable and intuitive for a broader audience. His personal involvement in leading all cupping sessions ensures a high level of expertise and a consistently welcoming atmosphere.
"The idea was a speakeasy behind a working warehouse," Moukhtarian explained, painting a vivid picture of the lounge’s hidden charm. "You walk past the roaster and the pallets, open a door and the room changes." This carefully orchestrated transition from the industrial hum of the roastery to the refined ambiance of the lounge is a deliberate element of the Sanctuary experience.
A Culinary Journey into Coffee
Moukhtarian’s transition from a celebrated chef to a specialty coffee roaster is not a radical departure but rather a natural extension of his lifelong passion for crafting exceptional culinary experiences. His professional background is deeply rooted in the food industry, with extensive training as a classically trained chef. He established Cracked Pepper Bistro in Fresno in 2006, a restaurant that quickly gained a reputation for its innovative cuisine. His culinary prowess was further recognized when he won an episode of Food Network’s "Guy’s Grocery Games" in 2019, showcasing his talent and creativity on a national stage.
"Coffee wasn’t a pivot away from cooking – it’s the same work," Moukhtarian stated, drawing a direct parallel between his two vocations. "I build roast profiles the way I build recipes: balance first, then clarity, then sweetness." This meticulous approach to flavor development, honed through years in the kitchen, is now applied to every batch of coffee roasted by Sanctuary.
The roasting process itself is conducted with precision and care. Moukhtarian roasts to order in approximately 24-pound batches, utilizing a Primo roaster integrated with Cropster software. This sophisticated setup allows for fine-tuned control over the roasting parameters, ensuring consistent quality and the optimal expression of each coffee’s unique characteristics.
A Legacy of Hospitality and Family
The philosophy behind Sanctuary Coffee Roasting is deeply intertwined with Moukhtarian’s childhood experiences in Lebanon. He recalls a time when the aroma of freshly roasted coffee permeated the neighborhood, a sensory memory that has profoundly shaped his appreciation for the beverage. More significantly, coffee was an intrinsic part of genuine hospitality in his upbringing. "In our home, every guest was greeted with a cup," he shared. "My mom, my grandmother, that was the first thing [they] did when somebody walked in. The coffee was ground almost to a powder and brewed in a jezve." He further reminisced about the tradition of reading fortunes in the coffee grounds after the cups were emptied, a playful ritual that cemented coffee’s role as a symbol of welcome and connection. "I remember that vividly. That’s what coffee was to me before it was ever a business – a way of welcoming somebody."
This deeply ingrained value of hospitality is reflected in the family-oriented nature of Sanctuary. Moukhtarian proudly describes the operation as a family endeavor, with his wife and children actively involved in supporting the business. "My wife keeps things running behind the scenes, and when a big roast day comes she’s at the warehouse helping me label bags," he said. "I couldn’t do this without them." This familial involvement fosters a strong sense of purpose and commitment, reinforcing the company’s ethos of warmth and personal connection.
A Dual Approach to Coffee Service
Sanctuary’s operational footprint extends beyond the tasting lounge. The majority of the coffee roasted in Clovis is destined for Sanctuary Coffee Refuge, Moukhtarian’s established café located in northwest Fresno. The café serves as a vibrant hub for the community, offering a selection of espresso-based drinks prepared on Eversys machines, alongside pour-over coffees, artisanal sandwiches, and delectable pastries.
In contrast to the café’s dynamic, high-volume service, the tasting lounge embraces a more deliberate and ritualistic approach to espresso. Here, Moukhtarian utilizes a manual ECM espresso machine, a choice that underscores the lounge’s focus on the craft and sensory experience of coffee. "It’s two rooms, two speeds, same coffee," Moukhtarian remarked, highlighting the distinct yet complementary roles of the café and the tasting lounge within the broader Sanctuary brand. This distinction allows for diverse expressions of their core product, catering to different consumer preferences and occasions.
The foundational principle of serving high-quality, specialty coffee remains consistent across all Sanctuary locations. Moukhtarian’s commitment to this standard is evident in his ongoing expansion efforts. Cracked Pepper Bistro now features Sanctuary coffee as part of its breakfast and brunch menu, and Moukhtarian is actively developing another Cracked Pepper Cafe within Fresno City Hall. In June, the City of Fresno approved a lease for Moukhtarian’s Culinary Studios Inc. to operate this new establishment. "The City of Fresno has trusted us with a real honor there, to be part of City Hall and take care of their staff every day. We don’t take that lightly," Moukhtarian stated, expressing his gratitude and commitment to serving the city’s employees. "Every location pours the same coffee we roast in small production right here in Clovis – specialty coffee, nothing else."
Looking ahead, Moukhtarian has ambitious plans to further expand Sanctuary’s reach, focusing on enhancing its retail presence and growing its wholesale operations. This strategic expansion aims to bring Sanctuary’s meticulously roasted specialty coffee and its unique brand of hospitality to a wider audience.
The Sanctuary tasting lounge is conveniently located at 12 W. Palo Alto Ave. in Clovis, California, inviting coffee lovers and curious newcomers alike to experience the art of coffee tasting in a setting designed for enjoyment and discovery.
