If you're a cook with some flair (i.e. someone who instinctively knows to add a dash of this or a pinch of that), then you should apply your talent to wine choice by thinking "does it need something with bite, acidity, sweetness, unctuousness or whatever?"

If you decide you want to complement or contrast, go to it. If a touch of lemon juice would improve a dish then try a tart Chenin or Chardonnay. And if dry chicken could use an unctuous sauce then don't serve a bone dry white or red, serve something sweeter and richer.

Use the full spectrum to fit your taste ideas; everything from port through to vinho verde. On the other hand if you lack this ability with flavours play safe and let the wine waiter (or your regular cook) dig out a bottle. Keeps everyone happy. Alternatively you can always follow the serving suggestions accompanying each wine on the site.

Break the rules. (if you still believe there are any)
Never be scared of the unconventional – upside down can work! The most memorable cheese matches have been with white, not red wines. Cold Sancerre straight from the cask with new, still warm goat's cheese ... Gewurztraminer with a lethal Munster ... sweet Muscat with oily Roquefort.

They've been drinking Sauternes after dinner with cheese for years in Bordeaux. Similarly the Germans will show you that semi-sweet Riesling is more than happy to accompany heavy, red meat dishes like stewed venison.

Practice makes perfect.
Confusing, this wine and food business, but the main thing is practice. It's tough going. You've got to put in the hours every day, armed only with corkscrew, knife and fork. It's hard at first, no gain without pain, but the rewards will come when peak performance is achieved. Happy tasting!