The Spirit of Tolerance Council, which unites leaders from the beer, wine, and spirits industries to build a more tolerant and just society, has pledged to support an upcoming exhibition at the Museum of Jewish Heritage – A Living Memorial to the Holocaust.

Opening in June, The Holocaust: What Hate Can Do is a 12,000-square-foot presentation of Holocaust history revealing what happens when hate and bigotry go unchecked. This monumental exhibition features over 750 treasured personal belongings, testimonies, photos, and film—many on view for the first time and curated largely from the Museum’s renowned permanent collection. 

In a growing climate of anti-Semitism, support from The Spirit of Tolerance Council enables the Museum to fulfill its mission of Holocaust education and remembrance through its upcoming exhibition and vital initiatives that engage both in-person and virtual audiences.

The Spirit of Tolerance Council is co-chaired by Simon Bergson, President of Manhattan Beer Distributors and a child of Holocaust survivors, as well as Herman Hochberg, former owner of Queens Wines and Liquors.

“Amid an alarming rise in anti-Semitism, there is an urgent need for action. The Museum of Jewish Heritage is a trusted resource and beacon to many, and we at Spirit of Tolerance are moved to help further the Museum’s mission to combat hatred in all its forms through education and remembrance,” says Simon Bergson. “It is incumbent upon all of us to prevent the darkest chapters of our history from repeating. We must learn and teach others, and respect others, working always to foster cultural understanding.”

“Six million Jews were killed in the Holocaust. This Museum and its new exhibition present a powerful platform of testimony for survivors and their families and keep alive the legacy of those who were killed. We make this contribution to ensure “never again” is not just a hope but a reality,” says Herman Hochberg.

“We are humbled to aid the pursuit of preserving and protecting these invaluable relics of Jewish cultural heritage. With anti-Semitism and other forms of hate on the rise, the lessons of the Holocaust are timelier than ever,” says Ugo Fiorenzo, Managing Director of Campari America. “As a company with deep, entrenched roots in arts, culture, and education, we recognize the importance of ensuring future generations have access to the documents, photograph,s and artifacts detailing the painful history of the Holocaust. We are honored to help forward this mission any way we can.”

“We are honored to receive this support and thank the Spirit of Tolerance Council for its extraordinary efforts and generous contributions. We look forward to welcoming visitors back into our core galleries, where we know they will be deeply moved and inspired,” says Jack Kliger, Museum President and CEO.

Members of The Spirit of Tolerance Council include sponsors Carlos and Malú Alvarez, Stefany and Simon Bergson, Manhattan Beer Distributors, Breakthru Beverage, Campari USA, Marjorie and Jeffrey Honickman, Constellation Brands, Maryanne and Dominic Origlio, Pete and Marilyn Coors, Herman Hochberg, and Morton Sloan.

The Holocaust: What Hate Can Do arrives at the heels of the award-winning and widely acclaimed exhibition Auschwitz. Not Long ago. Not far away., which concluded last spring.

The Holocaust: What Hate Can Do is made possible with leadership support from The Conference on Jewish Material Claims Against Germany, The Oster Family, Patti Askwith Kenner, Edmond J. Safra Foundation, and Evelyn Seroy in memory of her parents Julius & Ruth Eggenger.

Generous support is provided by presenting partners Peter and Mary Kalikow, The Pickman Foundation, and Larry and Klara Silverstein and Family.

With special thanks to our benefactors Anonymous, Carlos and Malú Alvarez, Stefany and Simon Bergson, Campari USA, Michele & Marty Cohen, Michael Lowenstein, Manhattan Beer Distributors, Wendy Lowenstein Sandler and Neil Sandler, and David Wiener 189897, Son of Moishe Chaim and Hannah Wiener.

Additional support is made possible by advocates Bloomberg Philanthropies, Breakthru Beverage, Constellation Brands, Nancy Fisher, The Gallery Educator Friends of the Museum, Eli Gurfel and Family, in memory of Berel and Sara Fish Hy”d and Velvel and Zessel Poltorak Hy”d, alongside 287 Jewish families who perished in Yanuspol, Ukraine, Marjorie and Jeffrey Honickman, Charles and Leigh Merinoff, New York State Council on the Arts, Maryanne and Dominic Origlio, a Gift in Memory of the Sundheimer and Semler Families, and Laurie M. Tisch.

With gratitude to our sponsors Joyce and Fred Claar, Ron Garfunkel and Sande Breakstone, The Knapp Family Foundation, Scott & Debby Rechler | Rechler Philanthropy, and the Saiontz Family in Memory of Jack and Sally Feldman, as well as our friends Judy and Ron Baron, Corner Foundation, Pete and Marilyn Coors, Mary Ann Fribourg, Sybil Shainwald, and The Starr Foundation.

Thank you to our supporters LL&L Holding Company, Schindler Elevator Corporation, Morton Sloan, Leo S. Ullman, International Union of Operating Engineers, Local 94-94A-94B, AFL-CIO, and other generous donors.


  • $18 Adults
  • $12 ADA/Access, Seniors, Students, Veterans
  • FREE to children under 12 and NYC DOE K-12 students
  • FREE to Holocaust Survivors, active members of the military, first responders

For more information or to purchase tickets:


For detailed information on the Museum’s safety protocols and requirements, visit:


Sunday and Wednesday: 10AM to 5PM

Thursday: 10AM to 8PM

Friday: 10AM to 5PM

The Museum will be closed on all other days, on Jewish Holidays, and on Thanksgiving.


Museum of Jewish Heritage – A Living Memorial to the Holocaust

36 Battery Place, New York City



Jeff Simmons / 917-673-0024 /

Karin Venegas / 347-361-7049 /

Jamaal Fisher / 347-545-2198 /

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