diff --git a/Makefile b/Makefile
index 5650194..72979a0 100644
--- a/Makefile
+++ b/Makefile
@@ -230,8 +230,8 @@ CAPI_KIND_CLUSTER_NAME ?= capi-test
 
 # It is set by Prow GIT_TAG, a git-based tag of the form vYYYYMMDD-hash, e.g., v20210120-v0.3.10-308-gc61521971
 
-# Next release is: v1.0.0-preview
-TAG ?= v1.0.0-preview.72
+# Next release is: v1.0.0-alpha
+TAG ?= v1.0.0-alpha.1
 ARCH ?= $(shell go env GOARCH)
 ALL_ARCH = amd64 arm arm64
 
diff --git a/config/default/manager_image_patch.yaml b/config/default/manager_image_patch.yaml
index ea346cb..7c6054d 100644
--- a/config/default/manager_image_patch.yaml
+++ b/config/default/manager_image_patch.yaml
@@ -7,5 +7,5 @@ spec:
   template:
     spec:
       containers:
-      - image: ghcr.io/patricklaabs/cluster-api-addon-provider-cdk8s/cluster-api-cdk8s-controller:v1.0.0-preview.72
+      - image: ghcr.io/patricklaabs/cluster-api-addon-provider-cdk8s/cluster-api-cdk8s-controller:v1.0.0-alpha.1
         name: manager
diff --git a/config/default/manager_image_patch.yaml-e b/config/default/manager_image_patch.yaml-e
index ea346cb..6305446 100644
--- a/config/default/manager_image_patch.yaml-e
+++ b/config/default/manager_image_patch.yaml-e
@@ -7,5 +7,5 @@ spec:
   template:
     spec:
       containers:
-      - image: ghcr.io/patricklaabs/cluster-api-addon-provider-cdk8s/cluster-api-cdk8s-controller:v1.0.0-preview.72
+      - image: ghcr.io/patricklaabs/cluster-api-addon-provider-cdk8s/cluster-api-cdk8s-controller-arm64:v1.0.0-alpha.1
         name: manager
diff --git a/config/default/manager_pull_policy.yaml b/config/default/manager_pull_policy.yaml
index cd7ae12..74a0879 100644
--- a/config/default/manager_pull_policy.yaml
+++ b/config/default/manager_pull_policy.yaml
@@ -8,4 +8,4 @@ spec:
     spec:
       containers:
       - name: manager
-        imagePullPolicy: IfNotPresent
+        imagePullPolicy: Always