diff --git a/release/cibuild.py b/release/cibuild.py
index 2e543f1d2..04ca9474c 100755
--- a/release/cibuild.py
+++ b/release/cibuild.py
@@ -153,8 +153,10 @@ class BuildEnviron:
     @property
     def docker_tag(self):
         if self.branch == "master":
-            return "dev"
-        return self.version
+            t = "dev"
+        else:
+            t = self.version
+        return "mitmproxy/mitmproxy:{}".format(t)
 
     def dump_info(self, fp=sys.stdout):
         lst = [
@@ -217,9 +219,12 @@ class BuildEnviron:
 
     @property
     def should_upload_pypi(self) -> bool:
-        if self.tag and self.should_build_wheel and self.has_twine_creds:
-            return True
-        return False
+        return all([
+            self.tag,
+            self.is_prod_release,
+            self.should_build_wheel,
+            self.has_twine_creds,
+        ])
 
     @property
     def tag(self):
@@ -260,7 +265,7 @@ def build_docker_image(be: BuildEnviron, whl: str):  # pragma: no cover
     subprocess.check_call([
         "docker",
         "build",
-        "--tag", "mitmproxy/mitmproxy/{}".format(be.docker_tag),
+        "--tag", be.docker_tag,
         "--build-arg", "WHEEL_MITMPROXY={}".format(whl),
         "--build-arg", "WHEEL_BASENAME_MITMPROXY={}".format(os.path.basename(whl)),
         "--file", "docker/Dockerfile",
@@ -413,11 +418,7 @@ def upload():  # pragma: no cover
             "-u", be.docker_username,
             "-p", be.docker_password,
         ])
-        subprocess.check_call([
-            "docker",
-            "push",
-            "mitmproxy/mitmproxy:{}".format(be.docker_tag),
-        ])
+        subprocess.check_call(["docker", "push", be.docker_tag])
 
 
 @cli.command("decrypt")
diff --git a/test/release/test_cibuild.py b/test/release/test_cibuild.py
index 596300aa4..78ddf9987 100644
--- a/test/release/test_cibuild.py
+++ b/test/release/test_cibuild.py
@@ -74,7 +74,7 @@ def test_buildenviron_commit():
         docker_username = "foo",
         docker_password = "bar",
     )
-    assert be.docker_tag == "dev"
+    assert be.docker_tag == "mitmproxy/mitmproxy:dev"
     assert be.should_upload_docker
     assert not be.should_upload_pypi
     assert be.should_upload_docker
@@ -101,11 +101,12 @@ def test_buildenviron_rleasetag():
     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"
+    assert be.docker_tag == "mitmproxy/mitmproxy:0.0.1"
     assert be.should_upload_pypi
     assert be.should_upload_docker
     assert be.is_prod_release
 
+
 def test_buildenviron_branch():
     # Simulates a development branch on the main repo
     be = cibuild.BuildEnviron(