KWV has warned farmers it would take drastic action against any individual or co-operative winery that dumped cheap wine on the market, particularly in developing local markets, at below production cost prices.

"We have helped to abolish the tot system and have been notching up more and more international success. However, another threat has recently presented itself in the form of wine dumped on the market at prices below production costs and in unacceptable packaging," said KWV chairman, Lourens Jonker.

"We cannot allow this to again undermine the industry's image."

"There is no excuse for the presence of such products in our market. I fully support any behaviour aimed at eliminating this damaging practice. It is totally, totally unacceptable for an industry which wants to build an image internationally in the long-term, " said Jonker.