diff --git a/go.mod b/go.mod
index 15e8ef823f4c..85ebee3fd8f3 100644
--- a/go.mod
+++ b/go.mod
@@ -94,6 +94,7 @@ require (
 	github.com/sassoftware/go-rpmutils v0.0.0-20190420191620-a8f1baeba37b // indirect
 	github.com/sergi/go-diff v1.2.0 // indirect
 	github.com/shurcooL/sanitized_anchor_name v1.0.0 // indirect
+	github.com/slack-go/slack v0.9.4
 	github.com/spf13/pflag v1.0.5 // indirect
 	github.com/xanzy/ssh-agent v0.3.0 // indirect
 	go.opencensus.io v0.23.0 // indirect
@@ -114,3 +115,5 @@ require (
 	gopkg.in/warnings.v0 v0.1.2 // indirect
 	gopkg.in/yaml.v3 v3.0.0-20210107192922-496545a6307b // indirect
 )
+
+require github.com/gorilla/websocket v1.4.2 // indirect
diff --git a/go.sum b/go.sum
index 1033f62d78bf..bc55c146c4e7 100644
--- a/go.sum
+++ b/go.sum
@@ -244,6 +244,7 @@ github.com/go-playground/universal-translator v0.17.0/go.mod h1:UkSxE5sNxxRwHyU+
 github.com/go-playground/validator/v10 v10.2.0/go.mod h1:uOYAAleCW8F/7oMFd6aG0GOhaH6EGOAJShg8Id5JGkI=
 github.com/go-sql-driver/mysql v1.6.0/go.mod h1:DCzpHaOWr8IXmIStZouvnhqoel9Qv2LBy8hT2VhHyBg=
 github.com/go-stack/stack v1.8.0/go.mod h1:v0f6uXyyMGvRgIKkXu+yp6POWl0qKG85gN/melR3HDY=
+github.com/go-test/deep v1.0.4/go.mod h1:wGDj63lr65AM2AQyKZd/NYHGb0R+1RLqB8NKt3aSFNA=
 github.com/gobwas/glob v0.2.3 h1:A4xDbljILXROh+kObIiy5kIaPYD8e96x1tgBhUI5J+Y=
 github.com/gobwas/glob v0.2.3/go.mod h1:d3Ez4x06l9bZtSvzIay5+Yzi0fmZzPgnTbPcKjJAkT8=
 github.com/gobwas/httphead v0.0.0-20180130184737-2c6c146eadee/go.mod h1:L0fX3K22YWvt/FAX9NnzrNzcI4wNYi9Yku4O0LKYflo=
@@ -351,6 +352,7 @@ github.com/goreleaser/fileglob v1.2.0/go.mod h1:rFyb2pXaK3YdnYnSjn6lifw0h2Q6s8Of
 github.com/goreleaser/nfpm/v2 v2.6.0 h1:bwDU9o4/CVTSpqASJA7+r+rkqpTGamQKYHMRH3wDlRE=
 github.com/goreleaser/nfpm/v2 v2.6.0/go.mod h1:qaMnjBaZz/2vInOIWx0IbuKuaZpaVB6O8oLG0u4qH1Y=
 github.com/gorilla/websocket v1.4.1/go.mod h1:YR8l580nyteQvAITg2hZ9XVh4b55+EU/adAjf1fMHhE=
+github.com/gorilla/websocket v1.4.2 h1:+/TMaTYc4QFitKJxsQ7Yye35DkWvkdLcvGKqM+x0Ufc=
 github.com/gorilla/websocket v1.4.2/go.mod h1:YR8l580nyteQvAITg2hZ9XVh4b55+EU/adAjf1fMHhE=
 github.com/grpc-ecosystem/go-grpc-middleware v1.0.0/go.mod h1:FiyG127CGDf3tlThmgyCl78X/SZQqEOJBCDaAfeWzPs=
 github.com/grpc-ecosystem/go-grpc-prometheus v1.2.0/go.mod h1:8NvIoxWQoOIhqOTXgfV/d3M/q6VIi02HzZEHgUlZvzk=
@@ -532,6 +534,8 @@ github.com/sirupsen/logrus v1.2.0/go.mod h1:LxeOpSwHxABJmUn/MG1IvRgCAasNZTLOkJPx
 github.com/sirupsen/logrus v1.4.1/go.mod h1:ni0Sbl8bgC9z8RoU9G6nDWqqs/fq4eDPysMBDgk/93Q=
 github.com/sirupsen/logrus v1.4.2 h1:SPIRibHv4MatM3XXNO2BJeFLZwZ2LvZgfQ5+UNI2im4=
 github.com/sirupsen/logrus v1.4.2/go.mod h1:tLMulIdttU9McNUspp0xgXVQah82FyeX6MwdIuYE2rE=
+github.com/slack-go/slack v0.9.4 h1:C+FC3zLxLxUTQjDy2RZeMHYon005zsCROiZNWVo+opQ=
+github.com/slack-go/slack v0.9.4/go.mod h1:wWL//kk0ho+FcQXcBTmEafUI5dz4qz5f4mMk8oIkioQ=
 github.com/smartystreets/assertions v0.0.0-20180927180507-b2de0cb4f26d/go.mod h1:OnSkiWE9lh6wB0YB77sQom3nweQdgAjqCqsofrRNTgc=
 github.com/smartystreets/assertions v1.0.0/go.mod h1:kHHU4qYBaI3q23Pp3VPrmWhuIUrLW/7eUrw0BU5VaoM=
 github.com/smartystreets/go-aws-auth v0.0.0-20180515143844-0c1422d1fdb9/go.mod h1:SnhjPscd9TpLiy1LpzGSKh3bXCfxxXuqd9xmQJy3slM=
diff --git a/internal/pipe/announce/announce.go b/internal/pipe/announce/announce.go
index a12b8eafbb15..a486b97f3065 100644
--- a/internal/pipe/announce/announce.go
+++ b/internal/pipe/announce/announce.go
@@ -3,6 +3,7 @@ package announce
 
 import (
 	"fmt"
+	"github.com/goreleaser/goreleaser/internal/pipe/slack"
 
 	"github.com/goreleaser/goreleaser/internal/middleware"
 	"github.com/goreleaser/goreleaser/internal/pipe/twitter"
@@ -26,6 +27,7 @@ type Announcer interface {
 // nolint: gochecknoglobals
 var announcers = []Announcer{
 	twitter.Pipe{}, // announce to twitter
+	slack.Pipe{},   // announce to slack
 }
 
 // Run the pipe.
diff --git a/internal/pipe/slack/slack.go b/internal/pipe/slack/slack.go
new file mode 100644
index 000000000000..e1c37fdc93c8
--- /dev/null
+++ b/internal/pipe/slack/slack.go
@@ -0,0 +1,71 @@
+package slack
+
+import (
+	"fmt"
+	"github.com/slack-go/slack"
+
+	"github.com/apex/log"
+	"github.com/caarlos0/env/v6"
+	"github.com/goreleaser/goreleaser/internal/pipe"
+	"github.com/goreleaser/goreleaser/internal/tmpl"
+	"github.com/goreleaser/goreleaser/pkg/context"
+)
+
+const (
+	defaultUsername        = `GoReleaser`
+	defaultMessageTemplate = `{{ .ProjectName }} {{ .Tag }} is out! Check it out at {{ .GitURL }}/releases/tag/{{ .Tag }}`
+)
+
+type Pipe struct{}
+
+func (Pipe) String() string { return "slack" }
+
+type Config struct {
+	Webhook string `env:"SLACK_WEBHOOK,notEmpty"`
+}
+
+func (Pipe) Default(ctx *context.Context) error {
+	if ctx.Config.Announce.Slack.MessageTemplate == "" {
+		ctx.Config.Announce.Slack.MessageTemplate = defaultMessageTemplate
+	}
+	if ctx.Config.Announce.Slack.Username == "" {
+		ctx.Config.Announce.Slack.Username = defaultUsername
+	}
+	return nil
+}
+
+func (Pipe) Announce(ctx *context.Context) error {
+	if ctx.SkipAnnounce {
+		return pipe.ErrSkipAnnounceEnabled
+	}
+	if !ctx.Config.Announce.Slack.Enabled {
+		return pipe.ErrSkipDisabledPipe
+	}
+
+	msg, err := tmpl.New(ctx).Apply(ctx.Config.Announce.Slack.MessageTemplate)
+	if err != nil {
+		return fmt.Errorf("announce: failed to announce to slack: %w", err)
+	}
+
+	var cfg Config
+	if err := env.Parse(&cfg); err != nil {
+		return fmt.Errorf("announce: failed to announce to slack: %w", err)
+	}
+
+	log.Infof("posting: '%s'", msg)
+
+	wm := &slack.WebhookMessage{
+		Username:  ctx.Config.Announce.Slack.Username,
+		IconEmoji: ctx.Config.Announce.Slack.IconEmoji,
+		IconURL:   ctx.Config.Announce.Slack.IconURL,
+		Channel:   ctx.Config.Announce.Slack.Channel,
+		Text:      msg,
+	}
+
+	err = slack.PostWebhook(cfg.Webhook, wm)
+	if err != nil {
+		return fmt.Errorf("announce: failed to announce to slack: %w", err)
+	}
+
+	return nil
+}
diff --git a/internal/pipe/slack/slack_test.go b/internal/pipe/slack/slack_test.go
new file mode 100644
index 000000000000..c95691b4fca8
--- /dev/null
+++ b/internal/pipe/slack/slack_test.go
@@ -0,0 +1,62 @@
+package slack
+
+import (
+	"testing"
+
+	"github.com/goreleaser/goreleaser/internal/testlib"
+	"github.com/goreleaser/goreleaser/pkg/config"
+	"github.com/goreleaser/goreleaser/pkg/context"
+	"github.com/stretchr/testify/require"
+)
+
+func TestStringer(t *testing.T) {
+	require.Equal(t, Pipe{}.String(), "slack")
+}
+
+func TestDefault(t *testing.T) {
+	ctx := context.New(config.Project{})
+	require.NoError(t, Pipe{}.Default(ctx))
+	require.Equal(t, ctx.Config.Announce.Slack.MessageTemplate, defaultMessageTemplate)
+}
+
+func TestAnnounceDisabled(t *testing.T) {
+	ctx := context.New(config.Project{})
+	require.NoError(t, Pipe{}.Default(ctx))
+	testlib.AssertSkipped(t, Pipe{}.Announce(ctx))
+}
+
+func TestAnnounceInvalidTemplate(t *testing.T) {
+	ctx := context.New(config.Project{
+		Announce: config.Announce{
+			Slack: config.Slack{
+				Enabled:         true,
+				MessageTemplate: "{{ .Foo }",
+			},
+		},
+	})
+	require.EqualError(t, Pipe{}.Announce(ctx), `announce: failed to announce to slack: template: tmpl:1: unexpected "}" in operand`)
+}
+
+func TestAnnounceMissingEnv(t *testing.T) {
+	ctx := context.New(config.Project{
+		Announce: config.Announce{
+			Slack: config.Slack{
+				Enabled: true,
+			},
+		},
+	})
+	require.NoError(t, Pipe{}.Default(ctx))
+	require.EqualError(t, Pipe{}.Announce(ctx), `announce: failed to announce to slack: env: environment variable "SLACK_WEBHOOK" should not be empty`)
+}
+
+func TestAnnounceSkipAnnounce(t *testing.T) {
+	ctx := context.New(config.Project{
+		Announce: config.Announce{
+			Slack: config.Slack{
+				Enabled: true,
+			},
+		},
+	})
+	ctx.SkipAnnounce = true
+	testlib.AssertSkipped(t, Pipe{}.Announce(ctx))
+}
diff --git a/pkg/config/config.go b/pkg/config/config.go
index 3b289383a968..c2b37f5615de 100644
--- a/pkg/config/config.go
+++ b/pkg/config/config.go
@@ -690,6 +690,7 @@ type GoMod struct {
 
 type Announce struct {
 	Twitter Twitter `yaml:"twitter,omitempty"`
+	Slack   Slack   `yaml:"slack,omitempty"`
 }
 
 type Twitter struct {
@@ -697,6 +698,15 @@ type Twitter struct {
 	MessageTemplate string `yaml:"message_template,omitempty"`
 }
 
+type Slack struct {
+	Enabled         bool   `yaml:"enabled,omitempty"`
+	MessageTemplate string `yaml:"message_template,omitempty"`
+	Channel         string `yaml:"channel,omitempty"`
+	Username        string `yaml:"username,omitempty"`
+	IconEmoji       string `yaml:"icon_emoji,omitempty"`
+	IconURL         string `yaml:"icon_url,omitempty"`
+}
+
 // Load config file.
 func Load(file string) (config Project, err error) {
 	f, err := os.Open(file) // #nosec
diff --git a/pkg/defaults/defaults.go b/pkg/defaults/defaults.go
index 24da35b4675d..290b073c3223 100644
--- a/pkg/defaults/defaults.go
+++ b/pkg/defaults/defaults.go
@@ -4,6 +4,7 @@ package defaults
 
 import (
 	"fmt"
+	"github.com/goreleaser/goreleaser/internal/pipe/slack"
 
 	"github.com/goreleaser/goreleaser/internal/pipe/archive"
 	"github.com/goreleaser/goreleaser/internal/pipe/artifactory"
@@ -57,5 +58,6 @@ var Defaulters = []Defaulter{
 	brew.Pipe{},
 	scoop.Pipe{},
 	twitter.Pipe{},
+	slack.Pipe{},
 	milestone.Pipe{},
 }
diff --git a/www/docs/customization/announce.md b/www/docs/customization/announce.md
index cd3b3681e090..395855379e16 100644
--- a/www/docs/customization/announce.md
+++ b/www/docs/customization/announce.md
@@ -2,7 +2,7 @@
 title: Announce
 ---
 
-GoReleaser can also announce new releases, currently, to Twitter only.
+GoReleaser can also announce new releases, currently, to Twitter and Slack only.
 
 It runs at the very end of the pipeline.
 
@@ -30,5 +30,30 @@ announce:
     message_template: 'Awesome project {{.Tag}} is out!'
 ```
 
+## Slack
+
+For it to work, you'll need to [create a new Incoming Webhook](https://api.slack.com/messaging/webhooks), and set some environment variables on your pipeline:
+
+- `SLACK_WEBHOOK`
+- `SLACK_CHANNEL`
+- `SLACK_USERNAME`
+- `SLACK_ICON_EMOJI`
+- `SLACK_ICON_URL`
+
+Then, you can add something like the following to your `.goreleaser.yml` config:
+
+```yaml
+# .goreleaser.yml
+announce:
+  slack:
+    # Wether its enabled or not.
+    # Defaults to false.
+    enabled: true
+
+    # Message template to use while publishing.
+    # Defaults to `{{ .ProjectName }} {{ .Tag }} is out! Check it out at {{ .GitURL }}/releases/tag/{{ .Tag }}`
+    message_template: 'Awesome project {{.Tag}} is out!'
+```
+
 !!! tip
     Learn more about the [name template engine](/customization/templates/).