diff --git a/.goreleaser.yml b/.goreleaser.yml
index 9e5a66ed..23f7ca28 100644
--- a/.goreleaser.yml
+++ b/.goreleaser.yml
@@ -2,6 +2,7 @@ project_name: pscale
 version: 2
 release:
   prerelease: auto # don't publish release with -rc1,-pre, etc suffixes
+  replace_existing_artifacts: true
 before:
   hooks:
     - go mod tidy
diff --git a/script/release.sh b/script/release.sh
index a8cf4ca5..f66a6f75 100755
--- a/script/release.sh
+++ b/script/release.sh
@@ -2,6 +2,7 @@
 
 set -eu
 
+DRY_RUN="${DRY_RUN:-false}"
 WORKDIR=$(pwd)
 
 if [ -z "${GORELEASER_CURRENT_TAG:-}" ]; then
@@ -10,6 +11,67 @@ if [ -z "${GORELEASER_CURRENT_TAG:-}" ]; then
 fi
 export GORELEASER_CURRENT_TAG
 
+VERSION="${GORELEASER_CURRENT_TAG#v}"
+
+all_targets=(docker homebrew scoop aur)
+skip=()
+
+if docker manifest inspect "planetscale/pscale:${GORELEASER_CURRENT_TAG}" >/dev/null 2>&1; then
+  echo "==> Docker image already exists, skipping docker"
+  skip+=(docker)
+fi
+
+if gh api "repos/planetscale/homebrew-tap/contents/Formula/pscale.rb" --jq '.content' 2>/dev/null \
+    | base64 --decode 2>/dev/null | grep -q "version \"${VERSION}\""; then
+  echo "==> Homebrew formula already up to date, skipping homebrew"
+  skip+=(homebrew)
+fi
+
+if gh api "repos/planetscale/scoop-bucket/contents/pscale.json" --jq '.content' 2>/dev/null \
+    | base64 --decode 2>/dev/null | grep -q "\"version\": \"${VERSION}\""; then
+  echo "==> Scoop manifest already up to date, skipping scoop"
+  skip+=(scoop)
+fi
+
+if curl -fsSL --connect-timeout 5 "https://aur.archlinux.org/cgit/aur.git/plain/PKGBUILD?h=pscale-cli-bin" 2>/dev/null \
+    | grep -q "pkgver=${VERSION}"; then
+  echo "==> AUR package already up to date, skipping aur"
+  skip+=(aur)
+fi
+
+should_skip() {
+  local target=$1
+  for s in "${skip[@]+"${skip[@]}"}"; do
+    [ "$target" = "$s" ] && return 0
+  done
+  return 1
+}
+
+run=()
+echo ""
+echo "==> Release plan for ${GORELEASER_CURRENT_TAG}:"
+for target in "${all_targets[@]}"; do
+  if should_skip "$target"; then
+    echo "      skip  ${target}"
+  else
+    echo "      run   ${target}"
+    run+=("$target")
+  fi
+done
+echo ""
+
+if [ ${#run[@]} -eq 0 ]; then
+  echo "==> All targets already published, nothing to do."
+  exit 0
+fi
+
+if [ "$DRY_RUN" = "true" ]; then
+  echo "==> Dry run, exiting."
+  exit 0
+fi
+
+GORELEASER_SKIP=$(IFS=,; echo ${skip[*]+"${skip[*]}"})
+
 tmpdir=$(mktemp -d)
 cat >"$tmpdir/docker.json" <<EOF
 {
@@ -25,4 +87,5 @@ EOF
 trap 'rm -rf -- "$tmpdir"' EXIT
 
 cd "$WORKDIR"
-make release DOCKER_CREDS_FILE="$tmpdir/docker.json"
+make release DOCKER_CREDS_FILE="$tmpdir/docker.json" \
+  GORELEASER_EXTRA_ARGS="${GORELEASER_SKIP:+--skip=${GORELEASER_SKIP}}"