The label says "great with chicken." But is it chicken and leek pie, chicken vindaloo, or KFC?
Some people approach food and wine pairing with a sort of scientific precision - only wine X is suitable for food Y. Others find it all right.
The truth lies somewhere in between these two extremes. Although there are few rules regarding food and wine pairing, it is worth putting a little effort into the combinations, as is the continuous and enthusiastic experimentation. The most important considerations in food and wine pairing are the seasonings in the dish and the way it has been cooked. If there is a fruity sauce, are there any grape varieties that have similar flavors? If there's a hint of chili, a fruity, slightly sweet white will calm the heat. Dishes that have been slow cooked for a long time pair best with soft, ripe reds, while a quickly grilled steak would prefer something younger and more fruity.
As for the “red with meat, white with fish” rule, there are many white wines today that have the body and personality to stand up to red meats, Chardonnay with roast lamb as an example, and there are some reds that have the freshness associated with seared salmon and pinot noir is a delicious combination.
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