diff --git a/Makefile b/Makefile
index 20eb13e..f1473dc 100644
--- a/Makefile
+++ b/Makefile
@@ -1,9 +1,16 @@
+FORCE_REBUILD ?= 0
+JITSI_RELEASE ?= "unstable"
+
+ifeq ($(FORCE_REBUILD), 1)
+  BUILD_ARGS = "--no-cache"
+endif
+
 build-all:
-	$(MAKE) -C base build
-	$(MAKE) -C base-java build
-	$(MAKE) -C web build
-	$(MAKE) -C prosody build
-	$(MAKE) -C jicofo build
-	$(MAKE) -C jvb build
+	BUILD_ARGS=$(BUILD_ARGS) JITSI_RELEASE=$(JITSI_RELEASE) $(MAKE) -C base build
+	BUILD_ARGS=$(BUILD_ARGS) $(MAKE) -C base-java build
+	BUILD_ARGS=$(BUILD_ARGS) $(MAKE) -C web build
+	BUILD_ARGS=$(BUILD_ARGS) $(MAKE) -C prosody build
+	BUILD_ARGS=$(BUILD_ARGS) $(MAKE) -C jicofo build
+	BUILD_ARGS=$(BUILD_ARGS) $(MAKE) -C jvb build
 
 .PHONY: build-all
diff --git a/base-java/Makefile b/base-java/Makefile
index 9c93b25..2668737 100644
--- a/base-java/Makefile
+++ b/base-java/Makefile
@@ -1,4 +1,4 @@
 build:
-	docker build -t jitsi/base-java .
+	docker build $(BUILD_ARGS) -t jitsi/base-java .
 
 .PHONY: build
diff --git a/base/Makefile b/base/Makefile
index 305755e..c79af53 100644
--- a/base/Makefile
+++ b/base/Makefile
@@ -1,4 +1,4 @@
 build:
-	docker build -t jitsi/base .
+	docker build $(BUILD_ARGS) --build-arg JITSI_RELEASE=$(JITSI_RELEASE) -t jitsi/base .
 
 .PHONY: build
diff --git a/jicofo/Makefile b/jicofo/Makefile
index 9a74a73..98e71ad 100644
--- a/jicofo/Makefile
+++ b/jicofo/Makefile
@@ -1,4 +1,4 @@
 build:
-	docker build -t jitsi/jicofo .
+	docker build $(BUILD_ARGS) -t jitsi/jicofo .
 
 .PHONY: build
diff --git a/jvb/Makefile b/jvb/Makefile
index 470740b..12abd0e 100644
--- a/jvb/Makefile
+++ b/jvb/Makefile
@@ -1,4 +1,4 @@
 build:
-	docker build -t jitsi/jvb .
+	docker build $(BUILD_ARGS) -t jitsi/jvb .
 
 .PHONY: build
diff --git a/prosody/Makefile b/prosody/Makefile
index 2eb4a64..47f7279 100644
--- a/prosody/Makefile
+++ b/prosody/Makefile
@@ -1,4 +1,4 @@
 build:
-	docker build -t jitsi/prosody .
+	docker build $(BUILD_ARGS) -t jitsi/prosody .
 
 .PHONY: build
diff --git a/web/Makefile b/web/Makefile
index 7424e24..efd98e8 100644
--- a/web/Makefile
+++ b/web/Makefile
@@ -1,4 +1,4 @@
 build:
-	docker build -t jitsi/web .
+	docker build $(BUILD_ARGS) -t jitsi/web .
 
 .PHONY: build