diff --git a/Makefile b/Makefile
index 81ab40d8cd..da2c6f1645 100644
--- a/Makefile
+++ b/Makefile
@@ -1,5 +1,5 @@
 REGISTRY?=kong-docker-kubernetes-ingress-controller.bintray.io
-TAG?=0.9.1
+TAG?=0.10.0
 REPO_INFO=$(shell git config --get remote.origin.url)
 IMGNAME?=kong-ingress-controller
 IMAGE = $(REGISTRY)/$(IMGNAME)