Tom and Tom of Nantucket Nectars won't be setting up shop in Harvard Square anytime soon. The Cambridge Board of Zoning Appeals (BZA) last night refused to grant the company a zoning variance needed to open their proposed juice bar.

Some neighbors and Harvard students favored the flow of fruity beverages in the Square, but members of the Harvard Square Defense Fund and the University opposed the project, which failed to gain a majority before the board.

Tom Scott and Tom First, founders of the popular juice company, had signed a 15-year lease with the Fly Club six weeks ago hoping to make the former D.U. building, located at 45 Dunster St. opposite the Harvard Office of Career Services, the site of their national corporate headquarters as well as of a juice bar.

Scott and First said they were disappointed about the denied variance.

"We knew it would be an uphill battle, but we didn't expect such opposition," First said.

Many neighbors said they supported the venture.

"I welcome the juice guys and their simple juice bar to our community," said Dennis Black, manager of J. Press, a retail clothier that shares the property.

Scott agreed, saying that he didn't understand the arguments against the juice bar. Scott said he believed it would be "a beneficial contribution to the community."

"We want a place where we can interact with our customers and make it more than just a corporate headquarters," he said.

The building needed the variance because the former D.U. building is located in a residential zone.

"It's unfortunate," said Paul Conti, who heads the juice-bar project for Nantucket Nectars. "The opposition was just really strong."

Members of the board expressed concern that the juice bar would generate excessive traffic and trash in the area.

"It does concern me a lot to see any retail use on Mt. Auburn Street," said Michael Wiggins, vice-chair of the board. "I find myself strongly opposed."

Scott Levitan, director of university and commercial properties at Harvard Planning and Real Estate, spoke on behalf of the University, which opposed the variance on the grounds that excessive noise would result.

Noise would disturb Elizabeth S. Nathans, dean of first-years, who lives next to the site, according to Levitan.

"I know much has been said tonight about the freshman dean, but whoever lives in that house is entitled to some peace and quiet," he said.