What an enigma for PETA, pampered cows being forced to drink alcoholic beverages, how to protest this?

From the Out There section in FoxNews.

They may be living on borrowed time, but at least they're enjoying it.
A lucky group of cows is undergoing a new diet experiment featuring daily pints of beer and visits from a massage specialist, reports the BBC.
The cows are the product of an project by their owner, farmer Darren Pluess, who is spoiling his herd in order to produce a specialty form of Kobe beef.
The herd go through up to 40 pints a day of local brew, and Pluess says they're completely happy and enjoy their daily libations.
"Beer is basically, hops, water and barley which is consistent with their diet anyway," said Pleuss.
The regular massages the animals receive help encourage tenderness in the meat.
Pluess' wife Katy said the cows can get a bid rowdy when it comes to their favorite beverage.
"If they don't have enough and they run out, when we bring the beer in they get incredibly excited and run riot.
"I don't think they're alcoholics because they do have water as well if they want, but they certainly do enjoy it."

My first thought: how strong must the hands of the masseuse be to give a massage to a cow. OK, I realize they probably use some type of mechanical device to give them; but they don't necessarily say so. It's funnier to imagine some buxom blonde Swedish masseuse out there giving massages to a bunch of cows.

I certainly hope they're not loading them up with Blatz; if that's the case, then the amount of methane they produce will probably destroy the atmosphere within the next 5 years.