diff --git a/Makefile b/Makefile
index 9ebf371..b16f420 100644
--- a/Makefile
+++ b/Makefile
@@ -5,7 +5,9 @@ include Makefile.autogen
 # use zig cc/c++ to statically link deps
 TARGET_TRIPLE := x86_64-linux
 
-IMAGE := infra-ctl-registry.obj.my.id/study-dumps/wpw-final:dev
+
+TAG ?= dev
+IMAGE := infra-ctl-registry.obj.my.id/study-dumps/wpw-final:$(TAG)
 
 CFLAGS ?=
 CFLAGS += -target $(TARGET_TRIPLE)
@@ -31,6 +33,9 @@ build-dev: frontend-debug backend-build
 build.docker: build
 	"docker" build -t $(IMAGE) docker/
 
+publish:
+	"docker" push $(IMAGE)
+
 backend-dev:
 	go run github.com/ii64/go-dlv-manager@latest
 backend-build: clean-public