diff --git a/.env b/.env
index 9f65350655..9da11bc9f9 100644
--- a/.env
+++ b/.env
@@ -1,5 +1,5 @@
 # Images
-IMAGE_VERSION=v1.3.0
+IMAGE_VERSION=1.3.0
 IMAGE_NAME=ghcr.io/open-telemetry/demo
 
 # Demo Platform