chore(/release): distribute binaries as .zip (#1160)

Switches from `.gz` to `.zip` for the compressed binaries, as this format is more common across operating systems (works out of the box on probably all of them, including tooling such as Puppet, Ansible, etc.)

Makefile

@@ -226,7 +226,7 @@ dist: clean
 	CGO_ENABLED=0 $(GOX) -osarch="linux/amd64 linux/arm64 linux/arm darwin/amd64 windows/amd64 freebsd/amd64" ./cmd/loki-canary
 	CGO_ENABLED=0 $(GOX) -osarch="linux/arm64 linux/arm darwin/amd64 windows/amd64 freebsd/amd64" ./cmd/promtail
 	CGO_ENABLED=1 $(CGO_GOX) -osarch="linux/amd64" ./cmd/promtail
-	gzip dist/*
+	for i in dist/*; do zip -j -m $$i.zip $$i; done
 	pushd dist && sha256sum * > SHA256SUMS && popd
 
 publish: dist

tools/release-note.md

@@ -1,8 +1,9 @@
-This is release `${CIRCLE_TAG}` of Loki. 
+This is release `${CIRCLE_TAG}` of Loki.
 
 ### Notable changes:
 :warning: **ADD RELEASE NOTES HERE** :warning:
 
+
 ### Installation:
 The components of Loki are currently distributed in plain binary form and as Docker container images. Choose what fits your use-case best.
 
@@ -14,19 +15,15 @@ $ docker pull "grafana/loki:${CIRCLE_TAG}"
 $ docker pull "grafana/promtail:${CIRCLE_TAG}"
 ```
 
-#### Binary:
-
+#### Binary
+We provide pre-compiled binary executables for the most common operating systems and architectures.
 Choose from the assets below for the application and architecture matching your system.
-
 Example for `Loki` on the `linux` operating system and `amd64` architecture:
 
 ```bash
-# curl -L "https://github.com/grafana/loki/releases/download/${CIRCLE_TAG}/loki-linux-amd64.gz
-
+$ curl -O -L "https://github.com/grafana/loki/releases/download/${CIRCLE_TAG}/loki-linux-amd64.zip"
 # extract the binary
-$ gunzip "loki-linux-amd64.gz"
-
+$ unzip "loki-linux-amd64.zip"
 # make sure it is executable
 $ chmod a+x "loki-linux-amd64"
 ```
-