diff --git a/Makefile b/Makefile
index cd3f8e896..1d61b003d 100644
--- a/Makefile
+++ b/Makefile
@@ -1,5 +1,5 @@
 IMAGE_BASE ?= kanidm
-IMAGE_VERSION ?= devel
+IMAGE_VERSION ?= latest
 IMAGE_EXT_VERSION ?= $(shell cargo metadata --no-deps --format-version 1 | jq -r '.packages[] | select(.name == "daemon")  | .version')
 CONTAINER_TOOL_ARGS ?=
 IMAGE_ARCH ?= "linux/amd64,linux/arm64"
@@ -353,4 +353,4 @@ prettier/fix: ## Run prettier on the UI javascript things and write back changes
 prettier/fix: eslint/setup
 	@echo "   Running prettier..."
 	cd server/core && npm run prettier:fix
-	@echo "Done!"
\ No newline at end of file
+	@echo "Done!"