diff --git a/release/cibuild.py b/release/cibuild.py
index e2ac88d31..491617fa3 100755
--- a/release/cibuild.py
+++ b/release/cibuild.py
@@ -158,6 +158,12 @@ class BuildEnviron:
     def dist_dir(self):
         return os.path.join(self.release_dir, "dist")
 
+    @property
+    def docker_tag(self):
+        if self.branch == "master":
+            return "dev"
+        return self.version
+
     def archive(self, path):
         # ZipFile and tarfile have slightly different APIs. Fix that.
         if self.system == "Windows":
@@ -222,6 +228,7 @@ def build_docker_image(be: BuildEnviron, whl: str):  # pragma: no cover
     subprocess.check_call([
         "docker",
         "build",
+        "--tag", be.docker_tag,
         "--build-arg", "WHEEL_MITMPROXY={}".format(whl),
         "--build-arg", "WHEEL_BASENAME_MITMPROXY={}".format(os.path.basename(whl)),
         "--file", "docker/Dockerfile",
@@ -373,9 +380,7 @@ def upload():  # pragma: no cover
         be.has_docker_creds,
     )
     if upload_docker:
-        docker_tag = "dev" if be.branch == "master" else be.version
-
-        click.echo("Uploading Docker image to tag={}...".format(docker_tag))
+        click.echo("Uploading Docker image to tag={}...".format(be.docker_tag))
         subprocess.check_call([
             "docker",
             "login",
@@ -385,7 +390,7 @@ def upload():  # pragma: no cover
         subprocess.check_call([
             "docker",
             "push",
-            "mitmproxy/mitmproxy:{}".format(docker_tag),
+            "mitmproxy/mitmproxy:{}".format(be.docker_tag),
         ])
 
 
diff --git a/test/release/test_cibuild.py b/test/release/test_cibuild.py
index 23b8e6cd3..a60f101ff 100644
--- a/test/release/test_cibuild.py
+++ b/test/release/test_cibuild.py
@@ -53,6 +53,14 @@ def test_buildenviron_pr():
     assert be.is_pull_request
 
 
+def test_buildenviron_commit():
+    be = cibuild.BuildEnviron(
+        travis_branch = "master",
+        travis_pull_request = "false",
+    )
+    assert be.docker_tag == "dev"
+
+
 def test_buildenviron_tag():
     be = cibuild.BuildEnviron(
         system = "Linux",
@@ -65,6 +73,7 @@ def test_buildenviron_tag():
     assert be.branch == "v0.x"
     assert be.version == "0.0.1"
     assert be.upload_dir == "0.0.1"
+    assert be.docker_tag == "0.0.1"
 
 
 def test_buildenviron_branch():