The lore surrounding Kobe beef has long been a source of fascination. Stories of massages with sake and diets based on beer have circulated for years. Well, both things take place, but not for the reasons we've been led to believe. Beer is fed to the cattle during summer months when the interaction of fat cover, temperature and humidity depresses feed intake.
Beer seems to stimulate their appetite.
It's merely part of the overall management program designed to keep the cattle on feed in the heat of the summer. The massaging is done to relieve stress and muscle stiffness. It's believed that the eating quality of the meat is affected positively by keeping the cattle calm and content. Brushing cattle with sake is another practice which creates great interest. Some producers in Japan believe that haircoat and softness of skin are related to meat quality.