Abstract
The article discusses the principles of nomination in the field of Italian wine production for the period 2018-2022, the identification of an onomastic shift relative to the traditional principles of naming classic vintage wines in Italy in the 19th-20th centuries. Using the method of continuous sampling from the websites of wine producers and the blog of wine marketers, the units of the study were analyzed in terms of linguistic-cognitive criteria that guided wine producers when choosing non-traditional and innovative names for wines and champagnes. The article also reveals word-formation models of pragmatonyms in the wine-making sphere and a hierarchy of communicative functions. Particular attention is paid to the actualization of the associative-connotative series when forming the names of wines.
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