diff --git a/.travis.yml b/.travis.yml
index 9f03c2b8..aa97b715 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -67,7 +67,7 @@ script:
 deploy:
   provider: script
   skip_cleanup: true
-  script: scripts/ci/deploy-aws-s3.sh -o $HOST_OS -r $TARGET_ARCH
+  script: scripts/ci/deploy.sh -o $HOST_OS -r $TARGET_ARCH
   on:
     branch: master
 
diff --git a/Makefile b/Makefile
index 51125726..611f3ed1 100644
--- a/Makefile
+++ b/Makefile
@@ -26,6 +26,29 @@ APPLICATION_NAME = $(shell jq -r '.displayName' package.json)
 APPLICATION_DESCRIPTION = $(shell jq -r '.description' package.json)
 APPLICATION_COPYRIGHT = $(shell cat electron-builder.yml | shyaml get-value copyright)
 
+BINTRAY_ORGANIZATION = resin-io
+BINTRAY_REPOSITORY_DEBIAN = debian
+BINTRAY_REPOSITORY_REDHAT = redhat
+
+# ---------------------------------------------------------------------
+# Extra variables
+# ---------------------------------------------------------------------
+
+TARGET_ARCH_DEBIAN = $(shell ./scripts/build/architecture-convert.sh -r $(TARGET_ARCH) -t debian)
+TARGET_ARCH_REDHAT = $(shell ./scripts/build/architecture-convert.sh -r $(TARGET_ARCH) -t redhat)
+TARGET_ARCH_APPIMAGE = $(shell ./scripts/build/architecture-convert.sh -r $(TARGET_ARCH) -t appimage)
+TARGET_ARCH_ELECTRON_BUILDER = $(shell ./scripts/build/architecture-convert.sh -r $(TARGET_ARCH) -t electron-builder)
+PLATFORM_PKG = $(shell ./scripts/build/platform-convert.sh -r $(PLATFORM) -t pkg)
+ENTRY_POINT_CLI = lib/cli/etcher.js
+ETCHER_CLI_BINARY = $(APPLICATION_NAME_LOWERCASE)
+ifeq ($(TARGET_PLATFORM),win32)
+ETCHER_CLI_BINARY = $(APPLICATION_NAME_LOWERCASE).exe
+endif
+
+APPLICATION_NAME_LOWERCASE = $(shell echo $(APPLICATION_NAME) | tr A-Z a-z)
+APPLICATION_VERSION_DEBIAN = $(shell echo $(APPLICATION_VERSION) | tr "-" "~")
+APPLICATION_VERSION_REDHAT = $(shell echo $(APPLICATION_VERSION) | tr "-" "~")
+
 # ---------------------------------------------------------------------
 # Release type
 # ---------------------------------------------------------------------
@@ -36,11 +59,13 @@ PACKAGE_JSON_VERSION = $(shell jq -r '.version' package.json)
 ifeq ($(RELEASE_TYPE),production)
 APPLICATION_VERSION = $(PACKAGE_JSON_VERSION)
 S3_BUCKET = resin-production-downloads
+BINTRAY_COMPONENT = $(APPLICATION_NAME_LOWERCASE)
 endif
 ifeq ($(RELEASE_TYPE),snapshot)
 CURRENT_COMMIT_HASH = $(shell git log -1 --format="%h")
 APPLICATION_VERSION = $(PACKAGE_JSON_VERSION)+$(CURRENT_COMMIT_HASH)
 S3_BUCKET = resin-nightly-downloads
+BINTRAY_COMPONENT = $(APPLICATION_NAME_LOWERCASE)-devel
 endif
 ifndef APPLICATION_VERSION
 $(error Invalid release type: $(RELEASE_TYPE))
@@ -164,26 +189,6 @@ else
 ELECTRON_BUILDER_OPTIONS += --extraMetadata.analytics.mixpanel.token=$(ANALYTICS_MIXPANEL_TOKEN)
 endif
 
-# ---------------------------------------------------------------------
-# Extra variables
-# ---------------------------------------------------------------------
-
-TARGET_ARCH_DEBIAN = $(shell ./scripts/build/architecture-convert.sh -r $(TARGET_ARCH) -t debian)
-TARGET_ARCH_REDHAT = $(shell ./scripts/build/architecture-convert.sh -r $(TARGET_ARCH) -t redhat)
-TARGET_ARCH_APPIMAGE = $(shell ./scripts/build/architecture-convert.sh -r $(TARGET_ARCH) -t appimage)
-TARGET_ARCH_ELECTRON_BUILDER = $(shell ./scripts/build/architecture-convert.sh -r $(TARGET_ARCH) -t electron-builder)
-PLATFORM_PKG = $(shell ./scripts/build/platform-convert.sh -r $(PLATFORM) -t pkg)
-ENTRY_POINT_CLI = lib/cli/etcher.js
-ETCHER_CLI_BINARY = $(APPLICATION_NAME_LOWERCASE)
-ifeq ($(PLATFORM),win32)
-ETCHER_CLI_BINARY = $(APPLICATION_NAME_LOWERCASE).exe
-endif
-
-PRODUCT_NAME = etcher
-APPLICATION_NAME_LOWERCASE = $(shell echo $(APPLICATION_NAME) | tr A-Z a-z)
-APPLICATION_VERSION_DEBIAN = $(shell echo $(APPLICATION_VERSION) | tr "-" "~")
-APPLICATION_VERSION_REDHAT = $(shell echo $(APPLICATION_VERSION) | tr "-" "~")
-
 # ---------------------------------------------------------------------
 # Rules
 # ---------------------------------------------------------------------
@@ -448,14 +453,14 @@ ifeq ($(RELEASE_TYPE),production)
 		-f $(publishable) \
 		-b $(S3_BUCKET) \
 		-v $(APPLICATION_VERSION) \
-		-p $(PRODUCT_NAME)))
+		-p $(APPLICATION_NAME_LOWERCASE)))
 endif
 ifeq ($(RELEASE_TYPE),snapshot)
 	$(foreach publishable,$^,$(call execute-command,./scripts/publish/aws-s3.sh \
 		-f $(publishable) \
 		-b $(S3_BUCKET) \
 		-v $(APPLICATION_VERSION) \
-		-p $(PRODUCT_NAME) \
+		-p $(APPLICATION_NAME_LOWERCASE) \
 		-k $(shell date +"%Y-%m-%d")))
 endif
 
@@ -464,19 +469,28 @@ endif
 
 ifdef PUBLISH_BINTRAY_DEBIAN
 publish-bintray-debian: $(PUBLISH_BINTRAY_DEBIAN)
-	$(foreach publishable,$^,$(call execute-command,./scripts/publish/bintray-debian.sh \
+	$(foreach publishable,$^,$(call execute-command,./scripts/publish/bintray.sh \
 		-f $(publishable) \
 		-v $(APPLICATION_VERSION_DEBIAN) \
 		-r $(TARGET_ARCH) \
-		-c $(APPLICATION_NAME_LOWERCASE) \
-		-t $(RELEASE_TYPE)))
+		-t $(RELEASE_TYPE) \
+		-o $(BINTRAY_ORGANIZATION) \
+		-p $(BINTRAY_REPOSITORY_DEBIAN) \
+		-c $(BINTRAY_COMPONENT)))
 
 TARGETS += publish-bintray-debian
 endif
 
 ifdef PUBLISH_BINTRAY_REDHAT
 publish-bintray-redhat: $(PUBLISH_BINTRAY_REDHAT)
-# TODO: Update this after we've created ./scripts/publish/bintray-redhat.sh
+	$(foreach publishable,$^,$(call execute-command,./scripts/publish/bintray.sh \
+		-f $(publishable) \
+		-v $(APPLICATION_VERSION_REDHAT) \
+		-r $(TARGET_ARCH) \
+		-t $(RELEASE_TYPE) \
+		-o $(BINTRAY_ORGANIZATION) \
+		-p $(BINTRAY_REPOSITORY_REDHAT) \
+		-c $(BINTRAY_COMPONENT)))
 
 TARGETS += publish-bintray-redhat
 endif
diff --git a/appveyor.yml b/appveyor.yml
index ffe257cc..55369478 100644
--- a/appveyor.yml
+++ b/appveyor.yml
@@ -43,7 +43,7 @@ test_script:
   - bash .\scripts\ci\build-installers.sh -o win32 -r %TARGET_ARCH%
 
 deploy_script:
-  - bash .\scripts\ci\deploy-aws-s3.sh -o win32 -r %TARGET_ARCH%
+  - if %APPVEYOR_REPO_BRANCH%==master (bash .\scripts\ci\deploy.sh -o win32 -r %TARGET_ARCH%)
 
 notifications:
 
diff --git a/scripts/ci/deploy-aws-s3.sh b/scripts/ci/deploy.sh
similarity index 96%
rename from scripts/ci/deploy-aws-s3.sh
rename to scripts/ci/deploy.sh
index 006bc974..a344b74f 100755
--- a/scripts/ci/deploy-aws-s3.sh
+++ b/scripts/ci/deploy.sh
@@ -48,8 +48,8 @@ if [ "$ARGV_OPERATING_SYSTEM" == "linux" ]; then
   ./scripts/build/docker/run-command.sh \
     -r "$ARGV_ARCHITECTURE" \
     -s "$(pwd)" \
-    -c "make publish-aws-s3"
+    -c "make installers-all"
 else
   ./scripts/build/check-dependency.sh make
-  make publish-aws-s3
+  make installers-all
 fi
diff --git a/scripts/publish/bintray-debian.sh b/scripts/publish/bintray.sh
similarity index 75%
rename from scripts/publish/bintray-debian.sh
rename to scripts/publish/bintray.sh
index e2b06742..317c496d 100755
--- a/scripts/publish/bintray-debian.sh
+++ b/scripts/publish/bintray.sh
@@ -1,6 +1,5 @@
 #!/bin/bash
 
-
 ###
 # Copyright 2016 resin.io
 #
@@ -28,26 +27,32 @@ function usage() {
   echo "Options"
   echo ""
   echo "    -f <file>"
-  echo "    -v <debian-friendly version>"
+  echo "    -v <version>"
   echo "    -r <architecture>"
-  echo "    -c <component name>"
   echo "    -t <release type (production|snapshot)>"
+  echo "    -o <bintray organization>"
+  echo "    -p <bintray repository>"
+  echo "    -c <bintray component>"
   exit 1
 }
 
 ARGV_FILE=""
 ARGV_VERSION=""
 ARGV_ARCHITECTURE=""
-ARGV_COMPONENT_NAME=""
 ARGV_RELEASE_TYPE=""
+ARGV_ORGANIZATION=""
+ARGV_REPOSITORY=""
+ARGV_COMPONENT=""
 
-while getopts ":f:v:r:c:t:" option; do
+while getopts ":f:v:r:t:o:p:c:" option; do
   case $option in
     f) ARGV_FILE="$OPTARG" ;;
     v) ARGV_VERSION="$OPTARG" ;;
     r) ARGV_ARCHITECTURE="$OPTARG" ;;
-    c) ARGV_COMPONENT_NAME="$OPTARG" ;;
     t) ARGV_RELEASE_TYPE="$OPTARG" ;;
+    o) ARGV_ORGANIZATION="$OPTARG" ;;
+    p) ARGV_REPOSITORY="$OPTARG" ;;
+    c) ARGV_COMPONENT="$OPTARG" ;;
     *) usage ;;
   esac
 done
@@ -55,8 +60,10 @@ done
 if [ -z "$ARGV_FILE" ] || \
    [ -z "$ARGV_VERSION" ] || \
    [ -z "$ARGV_ARCHITECTURE" ] || \
-   [ -z "$ARGV_COMPONENT_NAME" ] || \
-   [ -z "$ARGV_RELEASE_TYPE" ]
+   [ -z "$ARGV_RELEASE_TYPE" ] || \
+   [ -z "$ARGV_ORGANIZATION" ] || \
+   [ -z "$ARGV_REPOSITORY" ] || \
+   [ -z "$ARGV_COMPONENT" ]
 then
   usage
 fi
@@ -87,9 +94,10 @@ PACKAGE_ARCHITECTURE=$(./scripts/build/architecture-convert.sh -r "$ARGV_ARCHITE
 curl --upload-file $ARGV_FILE \
   --user $BINTRAY_USER:$BINTRAY_API_KEY \
   --header "X-Bintray-Debian-Distribution: $PACKAGE_DISTRIBUTION" \
-  --header "X-Bintray-Debian-Component: $ARGV_COMPONENT_NAME" \
+  --header "X-Bintray-Debian-Component: $ARGV_COMPONENT" \
   --header "X-Bintray-Debian-Architecture: $PACKAGE_ARCHITECTURE" \
+  --header "X-Bintray-Override: 1" \
   --header "X-Bintray-Publish: 1" \
-  https://api.bintray.com/content/resin-io/debian/$ARGV_COMPONENT_NAME/$ARGV_VERSION/$PACKAGE_FILE_NAME
+  https://api.bintray.com/content/$ARGV_ORGANIZATION/$ARGV_REPOSITORY/$ARGV_COMPONENT/$ARGV_VERSION/$PACKAGE_FILE_NAME
 
 echo "$ARGV_FILE has been uploaded successfully"