Generally, white and sparkling wines are best served well-chilled, with lighter, fruitier whites very cool, and fuller, more flavourful whites, such as a Chardonnay, less cool. An hour in the refrigerator or a half-hour in the freezer is usually enough. Over chilling should be avoided, because it stuns a wine's aromas and flavours.

Red Wines however are generally served at cool room temperature, with lighter, fruitier reds, such as Beaujolais or Pinot Noir served somewhat cooler than fuller-bodied varieties, such as Cabernet and Zinfandel.

As cool wine warms, vapours rise off the wine. Because your sense of smell can have a large effect on your sense of taste, it is important to allow the wine vapours to interact with your nose.