A method, apparatus and computer-usable medium for using wildcards in a JMS Topic name. The method includes the steps of sending to a Java Naming and Directory Interface (JNDI) a storage message for messages that are identified by an identifier that includes a topic stock identifier and a topic wildcard indicator; and sending an implementation message from the JNDI to a middleware instructing the middleware to store new messages in any topic having the topic stock identifier. The implementation message causes the middleware to create a special topic that includes the topic stock identifier and the topic wildcard indicator, a query of all topics that include the topic stock identifier, and a generation of a reusable dynamic message flow instruction to a broker to direct future new messages from a publisher to all topics having the topic stock identifier.