Kobe Beef cattle are massaged with sake and fed beer, a process that is believed to increase the quality of the meat, however, this most likely has little to do with the quality of the beef. Cattle in Japan have little room to exercise and this can cause soreness in their muscles which reduces their appetite. The massaging helps to reduce the soreness. The yeast in the beer likewise increases the appetite of the cow. The Japanese want the cows to be happy and relaxed.