Despite having received 259 submissions about the proposal, with only 26 in support, Coles has said that 87 per cent should be disregarded or given very limited weight.

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The documents submitted by Liquorland Helensburgh to the Independent Liquor and Gaming Authority - as part of its consultation on a packaged liquor licence for Helensburgh - state that community opposition to the store has been drummed up by existing liquor stores.

"The Application has been subject to a campaign by incumbent businesses to generate opposition to the Application," the Coles application states.

Helensburgh neighbourhood forum convenor Warwick Erwin said this was false.

"The existing stores have stayed put in their own submissions, but they stay very quiet in the community, because it's the community that doesn't want it," he said.

"This is a community that clearly is objecting to another licence."

At the heart of community concerns is that as the area is already serviced by three bottle shops as well as delivery services, there is little need for another liquor store.

Coles contends that as the ILGA commented on a previous application in 2012 that applications questioning the need for another liquor store should be given less weight than applications focusing on social impacts, that the majority of current applications should be disregarded.

"These comments on public objections are of even more significance to the current Application given the obvious role incumbent business have played in generating high numbers of 'pro forma' objections," the applications states.

Liquorland suggests that the granting of an application would instead benefit the local community through increased convenience, access to Coles's loyalty program and Coles's employment and support for the local community.

"The Coles Group invested $139 million into the community during the 2020 financial year. Additionally, Coles stores in NSW raised over $1.65 million for their respective local communities, during the same period."

Coles also notes that local groups can approach Liquorland for support.

The application from Coles states that the store would not cause any alcohol-related harm.

Mr Erwin said the latest application from Coles amounted to an insult to the community that recently aired its opposition at a forum moderated by the ILGA.

"They're trying to insult the community by saying that the applications are either form letters or they're being pushed out by one of the existing licences," he said.

"They're virtually trying to say the community doesn't know what they're doing."

ILGA is accepting submissions until May 9.

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