diff --git a/.gitlab-ci.yml b/.gitlab-ci.yml
index 4dbeb04..a01ae76 100644
--- a/.gitlab-ci.yml
+++ b/.gitlab-ci.yml
@@ -22,9 +22,13 @@ build:
         printenv | egrep '^CI_' | sort
     # N/B: There could be more than one merge-request open with this branch's HEAD
     - |
-        IMAGE_TAG="${CI_COMMIT_TAG:+${CI_COMMIT_TAG}}${CI_COMMIT_BRANCH:+${CI_COMMIT_BRANCH/main/latest}}";
-        if [[ -n "$CI_OPEN_MERGE_REQUESTS" ]]; then
+        IMAGE_TAG="${CI_COMMIT_BRANCH}";
+        if [[ -n "$CI_COMMIT_TAG" ]]; then
+            IMAGE_TAG="${CI_COMMIT_TAG}";
+        elif [[ -n "$CI_OPEN_MERGE_REQUESTS" ]]; then
             IMAGE_TAG=mr$(echo "${CI_OPEN_MERGE_REQUESTS}" | cut -d, -f -1 | cut -d\! -f 2);
+        elif [[ "$CI_COMMIT_BRANCH" == "main" ]]; then
+            IMAGE_TAG="latest";
         fi
         echo "Building/Pushing to: ${CI_REGISTRY_IMAGE}:${IMAGE_TAG}";
     - |