Wasn't there something about this before some advisory committee of the EU in the last year, something along the lines of shipping of beer on a mail order basis within the EU, the duty would be paid in the country of origin as goods and services should have free movement etc. etc.
But it was shot down against the recommendations of said committee.
Sorry to be so vague but it's only a patchy memory in the back of my brain, and the workings of EU bureaucracy is something I could live without being too involved in.