diff --git a/Makefile b/Makefile
index e455cad33dc..ef0d75154a8 100644
--- a/Makefile
+++ b/Makefile
@@ -27,14 +27,6 @@ GOLANGCI_LINT_VERSION := v1.54.0
 GOLANGCI_LINT_BINDIR  := $(CURDIR)/.golangci-bin
 GOLANGCI_LINT_BIN     := $(GOLANGCI_LINT_BINDIR)/$(GOLANGCI_LINT_VERSION)/golangci-lint
 
-BUILD_TAG :=
-ifndef CUSTOM_BUILD_TAG
-	BUILD_TAG = $(shell build/images/build-tag.sh)
-else
-	BUILD_TAG = $(CUSTOM_BUILD_TAG)
-	DOCKER_IMG_VERSION = $(CUSTOM_BUILD_TAG)
-endif
-
 DOCKER_BUILD_ARGS :=
 ifeq ($(NO_PULL),)
 	DOCKER_BUILD_ARGS += --pull
@@ -53,6 +45,14 @@ all: build
 
 include versioning.mk
 
+BUILD_TAG :=
+ifndef CUSTOM_BUILD_TAG
+	BUILD_TAG = $(shell build/images/build-tag.sh)
+else
+	BUILD_TAG = $(CUSTOM_BUILD_TAG)
+	DOCKER_IMG_VERSION = $(CUSTOM_BUILD_TAG)
+endif
+
 LDFLAGS += $(VERSION_LDFLAGS)
 
 UNAME_S := $(shell uname -s)