Fourth Wall Wines is the novel vinous project from Joel Wilcox.

Joel grew up in Niagara-on-the-Lake (Ontario, Canada) and has worked with wine in all phases since 2000. He has polished glasses, pruned canopies, cleaned tanks, written label copy, entertained celebrities, spilled Chambertin, and tracked pallets across the oceans.

But home is special. Local matters, now more than ever.

He is guided by the desire to create distinctive, singular wines. The highest levels of quality that can be achieved in Ontario. And that doesn’t happen in a vacuum: we need to learn from each other.

At the time of this writing, there is no ‘Fourth Wall Winery’ — just an invisible, simulated network of forward-thinking partner-wineries. Call it a ‘Virtual Negociant‘ or a ‘Simulacra Winery’.

And the wines can handle the rest of the conversation.