Expensive Beef

Jan and I were at an expensive supermarket last week and found a piece of beef that cost
240 € per kilogram ! We had to look twice and eventually asked the clerk why it cost so much. She told us that these cows were only fed organically grown food, given a combination of water and beer to drink, and given frequent massages. I guess the beer/massage combination keeps the meat unusually tender. Strange huh? Don't think we will be purchasing any of that in the near future.