The article discusses the use of national-cultural connotations in the promotional marketing at the language nomination of goods encountered by consumers who are speakers of different languages when they interpret the names of purchased products. The analysis is carried out on the material of tea products by Finnish company ‘Nordqvist' well-known in the global tea market. According to the results of the analysis the authors draw conclusions about the extent of accounting of certain cultural connotations of the representatives of these crops for which its products are designed.