To my understanding you will pay in Pounds and pay the UK VAT.

IIRC, once a company sells for more than X [monetary units of your choice] to another EU country
they're supposed not to charge the VAT in their country and instead the VAT should be paid in the
receivers country. However, I don't think empeg has reached that point.

If you buy from a non EU country, you will always (unless the amount is
small, at least that's my experience in Sweden) pay VAT in you country...

/Michael