Bethlehem's off-licence landscape is to remain unchanged after a proposed new bottle store had its liquor license application rejected.

Nine Orchids Ltd applied for the licence to open a ‘Super Liquor Bethlehem' in the former Video Ezy building next to Hell's Pizza, on Bethlehem's main road shopping strip.

Craft beers. Photo: Supplied.

But following Aucklander Pankaj Goel's application in May this year, a total of 472 objections were submitted to the bid, heard before the Tauranga District Licensing Committee last month.

One of the main resaons given cited the applicant's lack of community knowledge and engagement.

Tauranga District Licensing Committee chairman Murray Clearwater, in the commissioner's decision released earlier this month, also says granting the licence would increase the number of off-licences to five within a 300m radius.

The outlets already in the immediate vicinity are Bethlehem Wines and Spirits and Bethlehem Four Square, both within 100m, and a Countdown and Liquorland store less than 300 metres away, directly across the State Highway.

Murray says: 'Many of the objectors stated that Bethlehem had ‘more than enough' already, not just that the locality had ‘enough' outlets.”

There are also three schools and two places of worship within 500m of the proposed premises and it is quite likely amenity and good order of these facilities would be adversely affected if the licence had been granted, according to police.

During last month's hearing, Panjak outlined engaging Ignition Group to undertake an evaluation of the Bethlehem environment on his behalf and, following the objections, had reconsidered the opening hours down from 9am-11pm to 9am-10pm.

It was estimated the new business would initially be making about $45,000 per week after its first year of trading.

He argued that as the community was growing quickly, the bottle store would cater to Bethlehem's older demographic and not engage in price wars.

But when asked by the committee about his personal knowledge of the community of Bethlehem, he conceded to not knowing a lot, having contracted the Ignition Group instead.

He did not know the operating hours of the other licensed premises, nor where the bus stops were or if any school children used them.

Asked about his knowledge of youth behaviour, anti-social or otherwise, that may be occurring at 9pm on a Saturday night, Panjak was again unaware of any issues and had not been there at that time of night.

He also admitted to having not spoken to the schools and churches in the area.

Murray says no application can be considered if the applicant doesn't have a level of personal understanding and that Pankaj hadn't enquired into the needs and aspirations of the community.

'He needs to personally know the demographics of the population and the strengths and weakness of the area,” adds Murray.

'We noted with concern that Mr Goel had not engaged with the business or community organisations within Bethlehem to ascertain their views on his proposed business.”