NEW YORK — Loverboy, a reality star-founded hard beverage brand, has handed its communications business to Three Cheers PR.

As agency of record, Three Cheers’ responsibilities include supporting Loverboy’s new look, the rollout of new hard sparkling tea products, brand partnerships and consumer-focused campaigns. Loverboy previously worked with Powers PR.

Rob Bratskeir, who leads Three Cheers as general manager, said the agency’s overarching goal is to take the brand to its next level nearly five years after it was launched by Kyle Cooke and Amanda Batula, who appeared on Bravo’s “Summer House” and “Winter House.”

The firm’s work will revolve around “how they mature and build a brand to last beyond a reality show,” he said.

Three Cheers is a subsidiary of Boston-based 360PR+, which launched the agency early this year to serve the adult beverage industry. Drizly, Sagamore Spirit, and Bright Cellars are also among its clients.