diff --git a/Dockerfile.py b/Dockerfile.py
index 2d43883..5a0ca5d 100755
--- a/Dockerfile.py
+++ b/Dockerfile.py
@@ -38,7 +38,8 @@ os_base_vars = {
 __version__ = None
 dot = os.path.abspath('.')
 with open('{}/VERSION'.format(dot), 'r') as v:
-    __version__ = v.read().strip()
+    raw_version = v.read().strip()
+    __version__ = raw_version.replace('release/', 'release-')
 
 images = {
     __version__: [
diff --git a/Dockerfile_aarch64 b/Dockerfile_aarch64
index 72a28b6..3ae8829 100644
--- a/Dockerfile_aarch64
+++ b/Dockerfile_aarch64
@@ -35,11 +35,11 @@ ENV ServerIP 0.0.0.0
 ENV FTL_CMD no-daemon
 ENV DNSMASQ_USER root
 
-ENV VERSION v4.2.2
+ENV VERSION release-v4.3
 ENV ARCH aarch64
 ENV PATH /opt/pihole:${PATH}
 
-LABEL image="pihole/pihole:v4.2.2_aarch64"
+LABEL image="pihole/pihole:release-v4.3_aarch64"
 LABEL maintainer="adam@diginc.us"
 LABEL url="https://www.github.com/pi-hole/docker-pi-hole"
 
diff --git a/Dockerfile_amd64 b/Dockerfile_amd64
index c9affac..ab013d2 100644
--- a/Dockerfile_amd64
+++ b/Dockerfile_amd64
@@ -35,11 +35,11 @@ ENV ServerIP 0.0.0.0
 ENV FTL_CMD no-daemon
 ENV DNSMASQ_USER root
 
-ENV VERSION v4.2.2
+ENV VERSION release-v4.3
 ENV ARCH amd64
 ENV PATH /opt/pihole:${PATH}
 
-LABEL image="pihole/pihole:v4.2.2_amd64"
+LABEL image="pihole/pihole:release-v4.3_amd64"
 LABEL maintainer="adam@diginc.us"
 LABEL url="https://www.github.com/pi-hole/docker-pi-hole"
 
diff --git a/Dockerfile_armel b/Dockerfile_armel
index fbac05b..b3d5805 100644
--- a/Dockerfile_armel
+++ b/Dockerfile_armel
@@ -35,11 +35,11 @@ ENV ServerIP 0.0.0.0
 ENV FTL_CMD no-daemon
 ENV DNSMASQ_USER root
 
-ENV VERSION v4.2.2
+ENV VERSION release-v4.3
 ENV ARCH armel
 ENV PATH /opt/pihole:${PATH}
 
-LABEL image="pihole/pihole:v4.2.2_armel"
+LABEL image="pihole/pihole:release-v4.3_armel"
 LABEL maintainer="adam@diginc.us"
 LABEL url="https://www.github.com/pi-hole/docker-pi-hole"
 
diff --git a/Dockerfile_armhf b/Dockerfile_armhf
index c0dcc42..0411fe9 100644
--- a/Dockerfile_armhf
+++ b/Dockerfile_armhf
@@ -35,11 +35,11 @@ ENV ServerIP 0.0.0.0
 ENV FTL_CMD no-daemon
 ENV DNSMASQ_USER root
 
-ENV VERSION v4.2.2
+ENV VERSION release-v4.3
 ENV ARCH armhf
 ENV PATH /opt/pihole:${PATH}
 
-LABEL image="pihole/pihole:v4.2.2_armhf"
+LABEL image="pihole/pihole:release-v4.3_armhf"
 LABEL maintainer="adam@diginc.us"
 LABEL url="https://www.github.com/pi-hole/docker-pi-hole"
 
diff --git a/VERSION b/VERSION
index ec151ba..98720d8 100644
--- a/VERSION
+++ b/VERSION
@@ -1 +1 @@
-v4.2.2
+release/v4.3
diff --git a/deploy_docker.sh b/deploy_docker.sh
index 1501dcb..db43e4a 100755
--- a/deploy_docker.sh
+++ b/deploy_docker.sh
@@ -1,5 +1,5 @@
 #!/bin/bash -e
-# Script for manually pushing the docker arm images for diginc only
+# Script for manually pushing the docker arm images for pi-hole org members only
 # (no one else has docker repo permissions)
 if [ ! -f ~/.docker/config.json ] ; then
     echo "Error: You should setup your docker push authorization first"
@@ -7,7 +7,9 @@ if [ ! -f ~/.docker/config.json ] ; then
 fi
 
 parse_git_branch() {
-  git branch 2> /dev/null | sed -e '/^[^*]/d' -e 's/* \(.*\)/\1/'
+    var="$(git branch 2> /dev/null | sed -e '/^[^*]/d' -e 's/* \(.*\)/\1/')"
+    # convert release/ to release-
+    echo "${var/release\//release-}"
 }
 
 annotate() {
diff --git a/install.sh b/install.sh
index 7456b91..cf4e957 100755
--- a/install.sh
+++ b/install.sh
@@ -4,21 +4,20 @@ mkdir -p /etc/pihole/
 mkdir -p /var/run/pihole
 # Production tags with valid web footers
 export CORE_VERSION="$(cat /etc/docker-pi-hole-version)"
-# Major.Minor for web tag until patches are released for it
-export WEB_VERSION="$(echo ${CORE_VERSION} | grep -Po "v\d+\.\d+")"
+export WEB_VERSION="${CORE_VERSION}"
+
 # Only use for pre-production / testing
-export USE_CUSTOM_BRANCHES=false
+export CHECKOUT_BRANCHES=false
+# Search for release/* branch naming convention for custom checkouts
+if [[ "$CORE_VERSION" == *"release/"* ]] ; then
+    CHECKOUT_BRANCHES=true
+fi
 
 apt-get update
 apt-get install -y curl procps
 curl -L -s $S6OVERLAY_RELEASE | tar xvzf - -C /
 mv /init /s6-init
 
-if [[ $USE_CUSTOM_BRANCHES == true ]] ; then
-    CORE_VERSION="hotfix/${CORE_VERSION}"
-    WEB_VERSION="release/v4.2"
-fi
-
 # debconf-apt-progress seems to hang so get rid of it too
 which debconf-apt-progress
 mv "$(which debconf-apt-progress)" /bin/no_debconf-apt-progress
@@ -68,7 +67,7 @@ FTLdetect 2>&1 | tee "${tmpLog}"
 installPihole 2>&1 | tee "${tmpLog}"
 mv "${tmpLog}" /
 
-if [[ $USE_CUSTOM_BRANCHES == true ]] ; then
+if [[ $CHECKOUT_BRANCHES == true ]] ; then
     ln -s /bin/true /usr/local/bin/service
     ln -s /bin/true /usr/local/bin/update-rc.d
     echo y | bash -x pihole checkout core ${CORE_VERSION}
diff --git a/test/conftest.py b/test/conftest.py
index 3cd969e..478ba19 100644
--- a/test/conftest.py
+++ b/test/conftest.py
@@ -9,7 +9,8 @@ check_output = testinfra.get_backend(
 __version__ = None
 dotdot = os.path.abspath(os.path.join(os.path.abspath(__file__), os.pardir, os.pardir))
 with open('{}/VERSION'.format(dotdot), 'r') as v:
-    __version__ = v.read().strip()
+    raw_version = v.read().strip()
+    __version__ = raw_version.replace('release/', 'release-')
 
 @pytest.fixture()
 def args_dns():