diff --git a/internal/pipe/before/before.go b/internal/pipe/before/before.go
index a8fd3dd69fe..5947810e8bc 100644
--- a/internal/pipe/before/before.go
+++ b/internal/pipe/before/before.go
@@ -2,15 +2,11 @@
 package before
 
 import (
-	"bytes"
 	"fmt"
-	"io"
-	"os/exec"
 
 	"github.com/caarlos0/go-shellwords"
 	"github.com/caarlos0/log"
-	"github.com/goreleaser/goreleaser/internal/gio"
-	"github.com/goreleaser/goreleaser/internal/logext"
+	"github.com/goreleaser/goreleaser/internal/shell"
 	"github.com/goreleaser/goreleaser/internal/skips"
 	"github.com/goreleaser/goreleaser/internal/tmpl"
 	"github.com/goreleaser/goreleaser/pkg/context"
@@ -39,17 +35,9 @@ func (Pipe) Run(ctx *context.Context) error {
 			return err
 		}
 
-		cmd := exec.Command(args[0], args[1:]...)
-		cmd.Env = ctx.Env.Strings()
-
-		var b bytes.Buffer
-		w := gio.Safe(&b)
-		cmd.Stderr = io.MultiWriter(logext.NewWriter(), w)
-		cmd.Stdout = io.MultiWriter(logext.NewWriter(), w)
-
-		log.WithField("hook", step).Info("running")
-		if err := cmd.Run(); err != nil {
-			return fmt.Errorf("hook failed: %s: %w; output: %s", step, err, b.String())
+		log.WithField("hook", s).Info("running")
+		if err := shell.Run(ctx, "", args, ctx.Env.Strings(), false); err != nil {
+			return fmt.Errorf("hook failed: %w", err)
 		}
 	}
 	return nil
diff --git a/internal/pipe/before/before_test.go b/internal/pipe/before/before_test.go
index e0183f38977..0cb4a202912 100644
--- a/internal/pipe/before/before_test.go
+++ b/internal/pipe/before/before_test.go
@@ -55,8 +55,8 @@ func TestRunPipeInvalidCommand(t *testing.T) {
 
 func TestRunPipeFail(t *testing.T) {
 	for err, tc := range map[string][]string{
-		"hook failed: go tool foobar: exit status 2; output: go: no such tool \"foobar\"\n": {"go tool foobar"},
-		"hook failed: sh ./testdata/foo.sh: exit status 1; output: lalala\n":                {"sh ./testdata/foo.sh"},
+		"hook failed: shell: 'go tool foobar': exit status 2: go: no such tool \"foobar\"\n": {"go tool foobar"},
+		"hook failed: shell: 'sh ./testdata/foo.sh': exit status 1: lalala\n":                {"sh ./testdata/foo.sh"},
 	} {
 		ctx := testctx.NewWithCfg(
 			config.Project{
diff --git a/internal/shell/shell.go b/internal/shell/shell.go
index f70d3ca6bc0..a879dd19bad 100644
--- a/internal/shell/shell.go
+++ b/internal/shell/shell.go
@@ -8,6 +8,7 @@ import (
 	"strings"
 
 	"github.com/caarlos0/log"
+	"github.com/charmbracelet/x/exp/ordered"
 	"github.com/goreleaser/goreleaser/internal/gio"
 	"github.com/goreleaser/goreleaser/internal/logext"
 	"github.com/goreleaser/goreleaser/pkg/context"
@@ -17,7 +18,8 @@ import (
 func Run(ctx *context.Context, dir string, command, env []string, output bool) error {
 	log := log.
 		WithField("cmd", command).
-		WithField("env", env)
+		WithField("env", env).
+		WithField("dir", dir)
 
 	/* #nosec */
 	cmd := exec.CommandContext(ctx, command[0], command[1:]...)
@@ -35,8 +37,15 @@ func Run(ctx *context.Context, dir string, command, env []string, output bool) e
 
 	log.Debug("running")
 	if err := cmd.Run(); err != nil {
-		log.WithError(err).Debug("failed")
-		return fmt.Errorf("failed to run '%s': %w", strings.Join(command, " "), err)
+		return fmt.Errorf(
+			"shell: '%s': %w: %s",
+			strings.Join(command, " "),
+			err,
+			ordered.First(
+				strings.TrimSpace(b.String()),
+				"[no output]",
+			),
+		)
 	}
 
 	return nil
diff --git a/internal/shell/shell_test.go b/internal/shell/shell_test.go
index 7649a20998a..3f2f3e9f187 100644
--- a/internal/shell/shell_test.go
+++ b/internal/shell/shell_test.go
@@ -18,7 +18,7 @@ func TestRunCommand(t *testing.T) {
 		require.EqualError(
 			t,
 			shell.Run(testctx.New(), "", []string{"sh", "-c", "exit 1"}, []string{}, false),
-			`failed to run 'sh -c exit 1': exit status 1`,
+			`shell: 'sh -c exit 1': exit status 1: [no output]`,
 		)
 	})
 
@@ -26,7 +26,7 @@ func TestRunCommand(t *testing.T) {
 		require.EqualError(
 			t,
 			shell.Run(testctx.New(), "", []string{"sh", "-c", `echo something; exit 1`}, []string{}, true),
-			`failed to run 'sh -c echo something; exit 1': exit status 1`,
+			`shell: 'sh -c echo something; exit 1': exit status 1: something`,
 		)
 	})