diff --git a/Makefile b/Makefile
index d91699dfd..97aee2646 100644
--- a/Makefile
+++ b/Makefile
@@ -14,7 +14,9 @@
 # limitations under the License.
 ##
 VERSION := $(shell grep -oP 'version=\K[^[:space:]]+' gradle.properties)
-IMAGE_TAG=aivenoy/kafka:3.3-2022-10-06-tiered-storage-1-ts-2
+IMAGE_NAME := aivenoy/kafka-with-ts-plugin
+IMAGE_VERSION := latest
+IMAGE_TAG := $(IMAGE_NAME):$(IMAGE_VERSION)
 
 .PHONY: clean checkstyle build integration_test e2e_test docker_image docker_push
 
diff --git a/demo/compose-local-fs.yml b/demo/compose-local-fs.yml
index c54b85d2a..8231de71d 100644
--- a/demo/compose-local-fs.yml
+++ b/demo/compose-local-fs.yml
@@ -23,7 +23,7 @@ services:
       ZOOKEEPER_CLIENT_PORT: 2181
 
   kafka:
-    image: "aivenoy/kafka:3.3-2022-10-06-tiered-storage-1-ts-2"
+    image: "aivenoy/kafka-with-ts-plugin"
     container_name: "kafka-ts"
     depends_on:
       - zookeeper
diff --git a/demo/compose-s3-aws.yml b/demo/compose-s3-aws.yml
index 5a142a562..94afdd302 100644
--- a/demo/compose-s3-aws.yml
+++ b/demo/compose-s3-aws.yml
@@ -23,7 +23,7 @@ services:
       ZOOKEEPER_CLIENT_PORT: 2181
 
   kafka:
-    image: "aivenoy/kafka:3.3-2022-10-06-tiered-storage-1-ts-2"
+    image: "aivenoy/kafka-with-ts-plugin"
     container_name: "kafka-ts"
     depends_on:
       - zookeeper
diff --git a/demo/compose-s3-minio.yml b/demo/compose-s3-minio.yml
index 86707c761..e78a432d9 100644
--- a/demo/compose-s3-minio.yml
+++ b/demo/compose-s3-minio.yml
@@ -23,7 +23,7 @@ services:
       ZOOKEEPER_CLIENT_PORT: 2181
 
   kafka:
-    image: "aivenoy/kafka:3.3-2022-10-06-tiered-storage-1-ts-2"
+    image: "aivenoy/kafka-with-ts-plugin"
     container_name: "kafka-ts"
     depends_on:
       - zookeeper
diff --git a/e2e/src/test/java/io/aiven/kafka/tieredstorage/e2e/SingleBrokerTest.java b/e2e/src/test/java/io/aiven/kafka/tieredstorage/e2e/SingleBrokerTest.java
index 6a2e86767..b7a21c8bb 100644
--- a/e2e/src/test/java/io/aiven/kafka/tieredstorage/e2e/SingleBrokerTest.java
+++ b/e2e/src/test/java/io/aiven/kafka/tieredstorage/e2e/SingleBrokerTest.java
@@ -133,7 +133,7 @@ static void setupKafka(final Consumer<KafkaContainer> tsPluginSetup) {
             throw new RuntimeException(e);
         }
 
-        kafka = new KafkaContainer(DockerImageName.parse("aivenoy/kafka:3.3-2022-10-06-tiered-storage-1-ts-1")
+        kafka = new KafkaContainer(DockerImageName.parse("aivenoy/kafka-with-ts-plugin")
             .asCompatibleSubstituteFor("confluentinc/cp-kafka")
         )
             .withEnv("KAFKA_AUTO_CREATE_TOPICS_ENABLE", "false")