diff --git a/Makefile b/Makefile
index c7e12a67..e808e772 100644
--- a/Makefile
+++ b/Makefile
@@ -28,23 +28,29 @@ bootstra%:
 # Determine the type of `push` and `version`
 #################################################
 
-# Version flags to embed in the binaries
-VERSION ?= $(shell [ -d .git ] && git describe --tags --always --dirty="-dev")
-# If we are not in an active git dir then try reading the version from .VERSION.
-# .VERSION contains a slug populated by `git archive`.
-VERSION := $(or $(VERSION),$(shell ./.version.sh .VERSION))
-VERSION := $(shell echo $(VERSION) | sed 's/^v//')
-NOT_RC  := $(shell echo $(VERSION) | grep -v -e -rc)
-
 # If TRAVIS_TAG is set then we know this ref has been tagged.
 ifdef TRAVIS_TAG
+VERSION := $(TRAVIS_TAG)
+NOT_RC  := $(shell echo $(VERSION) | grep -v -e -rc)
 	ifeq ($(NOT_RC),)
-		PUSHTYPE=release-candidate
+PUSHTYPE := release-candidate
 	else
-		PUSHTYPE=release
+PUSHTYPE := release
 	endif
 else
-	PUSHTYPE=master
+VERSION ?= $(shell [ -d .git ] && git describe --tags --always --dirty="-dev")
+# If we are not in an active git dir then try reading the version from .VERSION.
+# .VERSION contains a slug populated by `git archive`.
+VERSION := $(or $(VERSION),$(shell ./.version.sh .VERSION))
+PUSHTYPE := master
+endif
+
+VERSION := $(shell echo $(VERSION) | sed 's/^v//')
+
+ifdef V
+$(info    TRAVIS_TAG is $(TRAVIS_TAG))
+$(info    VERSION is $(VERSION))
+$(info    PUSHTYPE is $(PUSHTYPE))
 endif
 
 #########################################