For bigger releases we all hop on zoom and someone can play some music and eventually press the button to launch so there is some kind of shared moment. Then afterwards people can expense a dinner for their family.

For smaller releases we let the team who build it to write the changelog[1] entry and share with social/users and celebrate it internally. Generally I think it's important that people feel their work is recognized and often they get instant love from users too.

[1]: https://linear.app/changelog