diff --git a/internal/pipe/build/build.go b/internal/pipe/build/build.go
index a0972b2b0..b4f993dc3 100644
--- a/internal/pipe/build/build.go
+++ b/internal/pipe/build/build.go
@@ -97,8 +97,13 @@ func runHook(ctx *context.Context, env []string, hook string) error {
 	if hook == "" {
 		return nil
 	}
-	log.WithField("hook", hook).Info("running hook")
-	cmd := strings.Fields(hook)
+	sh, err := tmpl.New(ctx).WithEnvS(env).Apply(hook)
+	if err != nil {
+		return err
+	}
+	log.WithField("hook", sh).Info("running hook")
+	cmd := strings.Fields(sh)
+	env = append(env, ctx.Env.Strings()...)
 	return run(ctx, cmd, env)
 }
 
diff --git a/internal/pipe/build/build_test.go b/internal/pipe/build/build_test.go
index 3e81eff44..bb55a11c1 100644
--- a/internal/pipe/build/build_test.go
+++ b/internal/pipe/build/build_test.go
@@ -2,6 +2,8 @@ package build
 
 import (
 	"errors"
+	"fmt"
+	"io/ioutil"
 	"os"
 	"path/filepath"
 	"testing"
@@ -325,6 +327,51 @@ func TestTemplate(t *testing.T) {
 	assert.Contains(t, binary, `-X "main.foo=123"`)
 }
 
+func TestHookEnvs(t *testing.T) {
+	tmp, back := testlib.Mktmp(t)
+	defer back()
+
+	var build = config.Build{
+		Env: []string{
+			fmt.Sprintf("FOO=%s/foo", tmp),
+			fmt.Sprintf("BAR=%s/bar", tmp),
+		},
+	}
+
+	t.Run("valid template", func(t *testing.T) {
+		var err = runHook(context.New(config.Project{
+			Builds: []config.Build{
+				build,
+			},
+		}), build.Env, "touch {{ .Env.FOO }}")
+		assert.NoError(t, err)
+		assert.True(t, exists(filepath.Join(tmp, "foo")))
+	})
+
+	t.Run("invalid template", func(t *testing.T) {
+		var err = runHook(context.New(config.Project{
+			Builds: []config.Build{
+				build,
+			},
+		}), build.Env, "touch {{ .Env.FOOss }}")
+		assert.EqualError(t, err, `template: tmpl:1:13: executing "tmpl" at <.Env.FOOss>: map has no entry for key "FOOss"`)
+	})
+
+	t.Run("env inside shell", func(t *testing.T) {
+		t.Skip("this fails on travis for some reason")
+		var shell = `#!/bin/sh -e
+touch "$BAR"`
+		ioutil.WriteFile(filepath.Join(tmp, "test.sh"), []byte(shell), 0750)
+		var err = runHook(context.New(config.Project{
+			Builds: []config.Build{
+				build,
+			},
+		}), build.Env, "sh test.sh")
+		assert.NoError(t, err)
+		assert.True(t, exists(filepath.Join(tmp, "bar")))
+	})
+}
+
 //
 // Helpers
 //
diff --git a/www/content/build.md b/www/content/build.md
index 8efde01dc..8167d3cc8 100644
--- a/www/content/build.md
+++ b/www/content/build.md
@@ -92,6 +92,7 @@ builds:
 
     # Hooks can be used to customize the final binary,
     # for example, to run generators.
+    # Those fields allow templates.
     # Default is both hooks empty.
     hooks:
       pre: rice embed-go