Jon Bon Jovi gives lobsters a good name ... his own!
The rock star surprised shoppers and fans at Long Island supermarket Stew Leonard's Saturday by popping in to promote his new line of rosé ... which he launched earlier this year with his son.
We're told as soon as word got out Bon Jovi was there, people started showing up to the store in droves ... so police had to be called for crowd control.
Fortunately ... everything was chill, and was highlighted by CEO Stew Leonard Jr. introducing the "Livin' On A Prayer" singer to his 19.5-lb. lobster ... named Bon Jovi.