diff --git a/.github/workflows/releases.yml b/.github/workflows/releases.yml
index 79e150113..cbba42cb9 100644
--- a/.github/workflows/releases.yml
+++ b/.github/workflows/releases.yml
@@ -123,23 +123,17 @@ jobs:
           unzip -o *.zip && rm -v *.zip
         env:
           GITHUB_TOKEN: ${{secrets.GITHUB_TOKEN}}
-      - name: Install go-msi
-        run: choco install -y "go-msi"
       - name: Prepare PATH
-        shell: bash
-        run: |
-          echo "$WIX\\bin" >> $GITHUB_PATH
-          echo "C:\\Program Files\\go-msi" >> $GITHUB_PATH
+        uses: microsoft/setup-msbuild@v1.0.3
       - name: Build MSI
         id: buildmsi
         shell: bash
         env:
           ZIP_FILE: ${{ steps.download_exe.outputs.zip }}
         run: |
-          mkdir -p build
-          msi="$(basename "$ZIP_FILE" ".zip").msi"
-          printf "::set-output name=msi::%s\n" "$msi"
-          go-msi make --msi "$PWD/$msi" --out "$PWD/build" --version "${GITHUB_REF#refs/tags/}"
+          name="$(basename "$ZIP_FILE" ".zip")"
+          printf "::set-output name=msi::%s\n" "$name.msi"
+          msbuild .\build\windows\gh.wixproj /p:SourceDir="$PWD" /p:OutputName="$name" /p:ProductVersion="${GITHUB_REF#refs/tags/}"
       - name: Obtain signing cert
         id: obtain_cert
         env:
diff --git a/build/windows/ConvertTo-Rtf.ps1 b/build/windows/ConvertTo-Rtf.ps1
new file mode 100644
index 000000000..401951cc8
--- /dev/null
+++ b/build/windows/ConvertTo-Rtf.ps1
@@ -0,0 +1,24 @@
+[CmdletBinding()]
+param (
+    [Parameter(Mandatory=$true, Position=0)]
+    [string] $Path,
+
+    [Parameter(Mandatory=$true, Position=1)]
+    [string] $OutFile,
+
+    [Parameter()]
+    [ValidateNotNullOrEmpty()]
+    [string] $FontFamily = 'Arial'
+)
+
+$rtf = "{\rtf1\ansi\deff0{\fonttbl{\f0\fcharset0 $FontFamily;}}\pard\sa200\sl200\slmult1\fs20`n"
+foreach ($line in (Get-Content $Path)) {
+    if (!$line) {
+        $rtf += "\par`n"
+    } else {
+        $rtf += "$line`n"
+    }
+}
+$rtf += '}'
+
+$rtf | Set-Content $OutFile
\ No newline at end of file
diff --git a/build/windows/LICENSE.rtf b/build/windows/LICENSE.rtf
new file mode 100644
index 000000000..185063f24
--- /dev/null
+++ b/build/windows/LICENSE.rtf
@@ -0,0 +1,23 @@
+{\rtf1\ansi\deff0{\fonttbl{\f0\fcharset0 Arial;}}\pard\sa200\sl200\slmult1\fs20
+MIT License
+\par
+Copyright (c) 2019 GitHub Inc.
+\par
+Permission is hereby granted, free of charge, to any person obtaining a copy
+of this software and associated documentation files (the "Software"), to deal
+in the Software without restriction, including without limitation the rights
+to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
+copies of the Software, and to permit persons to whom the Software is
+furnished to do so, subject to the following conditions:
+\par
+The above copyright notice and this permission notice shall be included in all
+copies or substantial portions of the Software.
+\par
+THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
+IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
+FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
+AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
+LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
+OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
+SOFTWARE.
+}
diff --git a/build/windows/gh.wixproj b/build/windows/gh.wixproj
new file mode 100644
index 000000000..56a87fb66
--- /dev/null
+++ b/build/windows/gh.wixproj
@@ -0,0 +1,35 @@
+<?xml version="1.0" encoding="utf-8"?>
+<Project xmlns="http://schemas.microsoft.com/developer/msbuild/2003">
+    <PropertyGroup>
+        <Configuration Condition="'$(Configuration)' == ''">Debug</Configuration>
+        <Platform Condition="'$(Platform)' == ''">x64</Platform>
+        <ProductVersion Condition="'$(ProductVersion)' == ''">0.1.0</ProductVersion>
+        <OutputName Condition="'$(OutputName)' == ''">$(MSBuildProjectName)</OutputName>
+        <OutputType>package</OutputType>
+        <RepoPath>$(MSBuildProjectDirectory)\..\..</RepoPath>
+        <OutputPath>$(RepoPath)\bin\$(Platform)\$(Configuration)\</OutputPath>
+        <IntermediateOutputPath>$(RepoPath)\bin\obj\$(Platform)\$(Configuration)\</IntermediateOutputPath>
+        <DefineConstants>
+            $(DefineConstants);
+            ProductVersion=$(ProductVersion);
+        </DefineConstants>
+        <DefineSolutionProperties>false</DefineSolutionProperties>
+        <WixTargetsPath Condition="'$(WixTargetsPath)' == ''">$(MSBuildExtensionsPath)\Microsoft\WiX\v3.x\Wix.targets</WixTargetsPath>
+    </PropertyGroup>
+    <ItemGroup>
+        <Compile Include="gh.wxs"/>
+    </ItemGroup>
+    <ItemGroup>
+        <!-- Include directory containing LICENSE.rtf (run ConvertTo-Rtf to regenerate from root LICENSE) -->
+        <BindInputPaths Include="$(MSBuildProjectDirectory)"/>
+
+        <!-- Include directories containing both user-specified output and unzipped release for ease -->
+        <BindInputPaths Include="$(SourceDir)"/>
+        <BindInputPaths Include="$(SourceDir)\bin"/>
+    </ItemGroup>
+    <ItemGroup>
+        <WixExtension Include="WixUIExtension"/>
+        <WixExtension Include="WixUtilExtension"/>
+    </ItemGroup>
+    <Import Project="$(WixTargetsPath)"/>
+</Project>
diff --git a/build/windows/gh.wxs b/build/windows/gh.wxs
new file mode 100644
index 000000000..7d2f967d5
--- /dev/null
+++ b/build/windows/gh.wxs
@@ -0,0 +1,58 @@
+<?xml version="1.0" encoding="utf-8"?>
+
+<?ifndef ProductVersion?>
+<?error ProductVersion property not defined?>
+<?endif?>
+
+<!-- Define a unique UpgradeCode per platform -->
+<?define UpgradeCode=8CFB9531-B959-4E1B-AA2E-4AF0FFCC4AF4?>
+
+<Wix xmlns="http://schemas.microsoft.com/wix/2006/wi">
+    <Product Id="*" Name="GitHub CLI" Version="$(var.ProductVersion)" Language="1033" Manufacturer="GitHub, Inc." UpgradeCode="$(var.UpgradeCode)">
+        <Package Compressed="yes" InstallerVersion="200" InstallScope="perMachine"/>
+        <MediaTemplate EmbedCab="yes"/>
+
+        <!-- Remove older product(s) early but within the transaction -->
+        <MajorUpgrade Schedule="afterInstallInitialize" DowngradeErrorMessage="A newer version of !(bind.property.ProductName) is already installed."/>
+
+        <!-- Upgrade older x86 products -->
+        <Upgrade Id="7C0A5736-5B8E-4176-B350-613FA2D8A1B3">
+            <UpgradeVersion Maximum="$(var.ProductVersion)" Property="OLDERX86VERSIONDETECTED"/>
+        </Upgrade>
+
+        <Directory Id="TARGETDIR" Name="SourceDir">
+            <Directory Id="ProgramFiles64Folder" Name="Program Files">
+                <Directory Id="INSTALLDIR" Name="GitHub CLI"/>
+            </Directory>
+        </Directory>
+
+        <!-- Restore the INSTALLDIR if previously persisted to the registry -->
+        <Property Id="INSTALLDIR">
+            <RegistrySearch Id="InstallDir" Root="HKLM" Key="SOFTWARE\GitHub\CLI" Name="InstallDir" Type="directory"/>
+        </Property>
+
+        <Feature Id="DefaultFeature" ConfigurableDirectory="INSTALLDIR">
+            <!-- @Guid will be automatically and durably assigned based on key path -->
+            <Component Directory="INSTALLDIR">
+                <File Name="gh.exe"/>
+            </Component>
+
+            <!-- Persist the INSTALLDIR and restore it in subsequent installs -->
+            <Component Directory="INSTALLDIR">
+                <RegistryValue Root="HKLM" Key="SOFTWARE\GitHub\CLI" Name="InstallDir" Type="string" Value="[INSTALLDIR]"/>
+            </Component>
+
+            <Component Id="Env" Guid="94FAAC3D-4478-431C-8497-FBA55DCFB249" Directory="TARGETDIR">
+                <Environment Id="Path" Action="set" Name="PATH" Part="last" System="yes" Value="[INSTALLDIR]"/>
+            </Component>
+        </Feature>
+
+        <!-- Broadcast environment variable changes -->
+        <CustomActionRef Id="WixBroadcastEnvironmentChange" />
+
+        <!-- Use WixUI showing license and allowing user-specified INSTALLDIR -->
+        <Property Id="WIXUI_INSTALLDIR" Value="INSTALLDIR"/>
+        <UIRef Id="WixUI_InstallDir"/>
+        <WixVariable Id="WixUILicenseRtf" Value="LICENSE.rtf"/>
+    </Product>
+</Wix>
diff --git a/wix.json b/wix.json
deleted file mode 100644
index 6b2356ae3..000000000
--- a/wix.json
+++ /dev/null
@@ -1,32 +0,0 @@
-{
-  "product": "GitHub CLI",
-  "company": "GitHub, Inc.",
-  "license": "LICENSE",
-  "upgrade-code": "7c0a5736-5b8e-4176-b350-613fa2d8a1b3",
-  "files": {
-    "guid": "6e6dcb19-3cf6-46d1-ac56-c6fb39485c9d",
-    "items": [
-      "bin/gh.exe"
-    ]
-  },
-  "env": {
-    "guid": "94faac3d-4478-431c-8497-fba55dcfb249",
-    "vars": [
-      {
-        "name": "PATH",
-        "value": "[INSTALLDIR]",
-        "permanent": "yes",
-        "system": "no",
-        "action": "set",
-        "part": "last"
-      }
-    ]
-  },
-  "shortcuts": {},
-  "choco": {
-    "description": "Use GitHub from the CLI",
-    "project-url": "https://github.com/cli/cli",
-    "tags": "github cli git",
-    "license-url": "https://github.com/cli/cli/blob/trunk/LICENSE"
-  }
-}