My point still stands, booze and/or fags or absolutely anything else on sale in any UK airport comes at a premium.
If pax are gullible enough to believe they are getting tax free or VAT free then more fool them!
Is it really not that obvious it's a total rip off?
Like any retail advice - shop around and do your homework, don't just pitch up to the airport and expect discounted prices, this is the UK after all.
Having worked in several major UK airports, I can tell you that there is ONE set price for all products in every single shop and VAT or tax free does not come into it regardless of destination or otherwise.
Airports are for travelling, not shopping