I had to look more into that; Availability in NJ
The number of Class C retail licenses for bars, restaurants, and liquor stores is limited by population and often by municipal ordinances. Licenses are typically obtained from existing licensees who choose to sell, or when a new license is offered as a town's population grows. As a result, the price for a retail license is often prohibitively expensive. The sale of a new license is usually conducted by public auction. The intense competition can benefit a town by generating several hundred thousand dollars of revenue from the highest bidder. A 2006 license auction in Cherry Hill, New Jersey set the state record at $1.5 million.