diff --git a/Makefile b/Makefile
index 1d64221..5d24f46 100644
--- a/Makefile
+++ b/Makefile
@@ -30,7 +30,7 @@ MACHINE := rancher
 TAG ?= ${GITHUB_ACTION_TAG}
 
 ifeq ($(TAG),)
-TAG := v3.28.2$(BUILD_META)
+TAG := v3.29.0$(BUILD_META)
 endif
 
 REPO ?= rancher