diff --git a/docs/PUBLISHING.md b/docs/PUBLISHING.md
index 3f8eaf80..9ddbb628 100644
--- a/docs/PUBLISHING.md
+++ b/docs/PUBLISHING.md
@@ -55,8 +55,24 @@ Run the following command:
 > .\scripts\build\windows.bat all <x64|x86>
 ```
 
-Publishing
-----------
+Publishing to Bintray
+---------------------
+
+We publish GNU/Linux Debian packages to [Bintray][bintray].
+
+Make sure you set the following environment variables:
+
+- `BINTRAY_USER`
+- `BINTRAY_API_KEY`
+
+Run the following command:
+
+```sh
+./scripts/publish/bintray-debian.sh <debfile>
+```
+
+Publishing to S3
+----------------
 
 - [AWS CLI][aws-cli]
 
@@ -69,7 +85,7 @@ access Resin.io's production downloads S3 bucket.
 Run the following command:
 
 ```sh
-./scripts/publish.sh <file>
+./scripts/publish/aws-s3.sh <file>
 ```
 
 Announcing
@@ -80,3 +96,4 @@ new version of Etcher, and including the relevant section of the Changelog.
 
 [aws-cli]: https://aws.amazon.com/cli
 [cygwin]: https://cygwin.com
+[bintray]: https://bintray.com
diff --git a/scripts/publish.sh b/scripts/publish/aws-s3.sh
similarity index 100%
rename from scripts/publish.sh
rename to scripts/publish/aws-s3.sh
diff --git a/scripts/publish/bintray-debian.sh b/scripts/publish/bintray-debian.sh
new file mode 100755
index 00000000..4374da8c
--- /dev/null
+++ b/scripts/publish/bintray-debian.sh
@@ -0,0 +1,44 @@
+#!/bin/bash
+
+set -e
+
+if [ "$#" -ne 1 ]; then
+  echo "Usage: $0 <debfile>" 1>&2
+  exit 1
+fi
+
+if [ -z $BINTRAY_USER ] || [ -z $BINTRAY_API_KEY ]; then
+  echo "Please define the following environment variables:" 1>&2
+  echo "" 1>&2
+  echo "  BINTRAY_USER" 1>&2
+  echo "  BINTRAY_API_KEY" 1>&2
+  exit 1
+fi
+
+ARGV_FILE=$1
+PACKAGE_COMPONENT=etcher
+PACKAGE_DISTRIBUTION=stable
+PACKAGE_FILE_NAME=$(basename $ARGV_FILE)
+PACKAGE_NAME=${PACKAGE_FILE_NAME%.*}
+PACKAGE_VERSION=$(echo $PACKAGE_NAME | cut -d_ -f2 | tr "~" "-")
+PACKAGE_ARCH=$(echo $PACKAGE_NAME | cut -d_ -f3)
+
+if [ -z $PACKAGE_VERSION ]; then
+  echo "Couldn't infer the version from the package file name" 1>&2
+  exit 1
+fi
+
+if [ -z $PACKAGE_ARCH ]; then
+  echo "Couldn't infer the architecture from the package file name" 1>&2
+  exit 1
+fi
+
+curl --upload-file $ARGV_FILE \
+  --user $BINTRAY_USER:$BINTRAY_API_KEY \
+  --header "X-Bintray-Debian-Distribution: $PACKAGE_DISTRIBUTION" \
+  --header "X-Bintray-Debian-Component: $PACKAGE_COMPONENT" \
+  --header "X-Bintray-Debian-Architecture: $PACKAGE_ARCH" \
+  --header "X-Bintray-Publish: 1" \
+  https://api.bintray.com/content/resin-io/debian/$PACKAGE_COMPONENT/$PACKAGE_VERSION/$PACKAGE_FILE_NAME
+
+echo "$ARGV_FILE has been uploaded successfully"