Did you ever notice how a fine piece of art or jewelry always looks better under a spotlight? The proper lighting brings out the best in the art. Poor lighting diminishes its beauty. Think of wines in the same way, where the serving temperature is to the wine what the lighting is to the art.
A wine’s best features will be brought forward when served at the proper temperature. For example, lighter white wines, such as Pinot Grigio, or Sauvignon Blanc, are best served at around 45°-50° – almost as cold as a sparkling wine is served. The bright acidity in these wines come forward and give a clean, crisp edge when served cold.
Fuller body whites, like Chardonnay, taste better just slightly warmer, like around 50°-55°. This little bit of difference in temperature opens up the stronger aromas typical in a Chardonnay. I find that many restaurants and bars serve Chardonnay too cold, which suppresses the wine’s wonderful bouquet. That’s when I cup my hands around the bowl of the glass to assist in bringing the temperature up.
And if you order a bottle of Chardonnay for the table, check the bottle for temperature. If it’s too cold, don’t bother to have the server place it in an ice bucket. Just leave it on the table to allow it to warm up a bit.
For light to medium reds, like Beaujolais and Pinot Noir, bump up the temperature another notch to around 60°. More robust reds, like Cabernet Sauvignon, Zinfandel and Syrah, can be served up to room temperature— around 68°.
Simply put, white wines have a higher level of acidity, which, when chilled, makes the wine more appealing on the palate. 
White wine also has little or no tannins. Tannic wines, essentially red wines, become very harsh if served cold. Think of what a cup of tea tastes like after it has cooled.
Remember, tannin comes from juice contact with grape skins, stems and seeds, which is where robust red wine gets its color and mouth-drying effect.

Len Napolitano lives in Central Coast wine country and is certified in wine by the Society of Wine Educators, Wine & Spirits Education Trust, and Chicago Wine School and continually gains knowledge from his frequent contact with California winemakers. More information is on his website, www.wineology.com . Send your questions about wine to: wineologist@earthlink.net or by mail to Len Napolitano in care of Wine Country This Week magazine. Wineology is a registered trademark of Len Napolitano.com