diff --git a/Makefile b/Makefile
index ca116a514193..62ea40ca6fa1 100644
--- a/Makefile
+++ b/Makefile
@@ -28,7 +28,10 @@ sync:
 docker: build
 	./hack/build-docker.sh build ${WHAT}
 
+publish: docker
+	./hack/build-docker.sh push ${WHAT}
+
 contrib:
 	./hack/build-contrib.sh
 
-.PHONY: build fmt test clean distclean sync docker contrib vet
+.PHONY: build fmt test clean distclean sync docker contrib vet publish
diff --git a/contrib/manifest/virt-controller.yaml.in b/contrib/manifest/virt-controller.yaml.in
index faf302a712f6..c55ae2bbda21 100644
--- a/contrib/manifest/virt-controller.yaml.in
+++ b/contrib/manifest/virt-controller.yaml.in
@@ -7,7 +7,7 @@ metadata:
 spec:
   containers:
   - name: virt-controller
-    image: {{ docker_prefix }}/virt-controller
+    image: {{ docker_prefix }}/virt-controller:{{ docker_tag }}
     imagePullPolicy: IfNotPresent
     command:
         - "/virt-controller"
@@ -15,6 +15,8 @@ spec:
         - "127.0.0.1:8001"
         - "--docker-registry"
         - "{{ docker_prefix }}"
+        - "--launcher-image"
+        - "virt-launcher:{{ docker_tag }}"
         - "--port"
         - "8182"
     ports:
@@ -22,7 +24,7 @@ spec:
         name: "virt-controller"
         protocol: "TCP"
   - name: kubectl
-    image: {{ docker_prefix }}/virt-controller
+    image: {{ docker_prefix }}/virt-controller:{{ docker_tag }}
     imagePullPolicy: IfNotPresent
     command:
         - "kubectl"
diff --git a/hack/build-docker.sh b/hack/build-docker.sh
index 819af24b0a21..2aea571d91f5 100755
--- a/hack/build-docker.sh
+++ b/hack/build-docker.sh
@@ -17,5 +17,9 @@ else
 fi
 
 for arg in $args; do
-    (cd $arg; docker $target -t ${docker_prefix}/$(basename $arg) .)
+    if [ "${target}" = "build" ]; then
+        (cd $arg; docker $target -t ${docker_prefix}/$(basename $arg):${docker_tag} .)
+    elif [ "${target}" = "push" ]; then
+        (cd $arg; docker $target ${docker_prefix}/$(basename $arg):${docker_tag})
+    fi
 done
diff --git a/hack/config.sh b/hack/config.sh
index 6d7a1855e62a..f06aa1607710 100644
--- a/hack/config.sh
+++ b/hack/config.sh
@@ -2,4 +2,5 @@
 
 binaries="cmd/virt-controller cmd/virt-launcher"
 docker_prefix=kubevirt
+docker_tag=latest
 manifest_templates="`ls contrib/manifest/*.in`"