Today we’d like to introduce you to Aaron Crossland.
Hi Aaron, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I was born in the Bay Area but moved to Camp Pendleton in Oceanside when I was five years old. Oceanside has always felt like home. I was one of those kids who used education as a way out of a tough childhood. After graduating high school, I focused on doing whatever would give me stability — a steady paycheck and a sense of security I didn’t have growing up.
That path took me to college in Washington, DC, and then into a career in management consulting. It was there that I met my wife, Lauren. She’s wanted to be an anthropologist since her teens, and we eventually moved to St. Louis for eight years so she could earn her PhD in Food Anthropology.
Lauren did her dissertation research in Italy, and we lived together in Milan and Catania. I wasn’t legally able to work while we were there, so I spent my time studying Italian wine, taking cooking courses, and immersing myself in food culture. That experience shifted something in me. I realized that the steady paycheck wasn’t enough — I wanted a life built around my passions– food, wine, and hospitality.
Milan was where Lauren and I first started talking seriously about the idea of opening a small wine and specialty food shop one day — maybe in a college town where her career would eventually take us. We visited all 20 regions during my time there, visiting enotecas (Italian wine bars) up and down the country.
A year after our return to the U.S., the pandemic hit. We spent lockdown with a few close friends who shared our love of food and wine. That time made our dream feel more urgent and more real.
When things started opening back up, we decided to move to Oceanside. I saw how much the city had changed — how much was changing — and I wanted to be part of its next chapter. Oceanside is a badass little town with a strong sense of self, and even though I knew it could be more challenging than opening something further south, I couldn’t imagine doing this anywhere else.
That’s how Merenda came to be.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Every day is a different struggle. I’m fortunate in that my business background has given me a good base of knowledge, but the hospitality industry is a whole different animal and I’ve been, as a close colleague of mine says, “running an uphill marathon carrying a bag full of rocks.” The highs are SO HIGH and the lows are SO LOW. But those times when I’m interacting with guests and I see how genuinely appreciative they are for what we’ve brought to Oceanside makes it all worth it. That and the fantastic people who work around me are what helps get me up the next day and do it all over again.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Merenda is an upscale wine bar with a laid-back service style that stays true to my Oceanside roots. Located in South Oceanside, we specialize in wines with a story — grower Champagne, small producers, and off-the-beaten-path varietals — paired with a seasonal food menu inspired by the bold, vibrant flavors of the Eastern Mediterranean.
We’re known for warm hospitality, thoughtful curation, and a deep commitment to quality. Guests come for the wine, but stay for the experience — whether it’s a casual weekday visit, a lively Sunday brunch, our curated daily happy hour, or no-corkage Wednesday, where our bottle pricing is tough to beat. We’ve worked hard to create a space that feels both elevated and approachable — like your neighborhood spot with a worldly taste.
What sets us apart is how intentional every detail is: from the interior design to the playlists, the pacing of service, and the perfectly chilled glass of Txakoli on a warm day. We’re proud to be a place where locals gather, regulars feel known, and new guests quickly feel at home. Our team genuinely cares — about the wine, the food, and, most importantly, the people who walk through the door.
My wife and I had our first child while Merenda was under construction, so from the beginning we made sure the space was family-friendly — with high chairs, a changing table in the restroom, and an environment where young families can enjoy an elevated experience without compromise. We know how hard it can be to find that balance, and we designed Merenda to fill that gap.
Brand-wise, we’re most proud of how personal Merenda feels. It’s rooted in our own story — our time living in Italy, our love of food and wine, and our belief that the best meals are the ones shared in good company. We’re not trying to be the biggest — just the most thoughtful.
What was your favorite childhood memory?
Summer mornings in Oceanside meant catching the bus to the beach with just my bodyboard and fins. I’d post up at Tyson Street and stay in the water for hours. When I got hungry, I’d grab a bean and cheese burrito from Johnny Manana’s, see who was hanging around Action Beach Surf Shop (now Asylum), and then head right back out. It was simple — just waves, friends, and all day at the beach.
Contact Info:
- Website: https://merendawine.com
- Instagram: https://www.instagram.com/merendawine/
- Yelp: https://www.yelp.com/biz/merenda-oceanside
Image Credits
Kimberly Motos
Madeline Tolle
Ian Ware
