diff --git a/Makefile.am b/Makefile.am
index ac6df11c85..8df8222573 100644
--- a/Makefile.am
+++ b/Makefile.am
@@ -984,13 +984,14 @@ release: dist-with-updated-version all
 	      -v1 --no-grafts --fallback
 # Generate the ISO installation images.
 	for system in $(GUIX_SYSTEM_SUPPORTED_SYSTEMS) ; do				\
+	  GUIX_DISPLAYED_VERSION="`git describe --match=v* | sed -'es/^v//v'`" ;	\
 	  image=`$(top_builddir)/pre-inst-env						\
-	    guix system image -t iso9660                                           	\
+	    guix system image -t iso9660						\
 	    --label="GUIX_$${system}_$(VERSION)"					\
             --system=$$system --fallback						\
 	    gnu/system/install.scm` ;							\
 	  if [ ! -f "$$image" ] ; then							\
-	    echo "failed to produce Guix installation image for $$system" >&2 ;	\
+	    echo "failed to produce Guix installation image for $$system" >&2 ;		\
 	    exit 1 ;									\
 	  fi ;										\
 	  cp "$$image" "$(releasedir)/$(GUIX_SYSTEM_IMAGE_BASE).$$system.iso.tmp" ;	\
@@ -999,6 +1000,7 @@ release: dist-with-updated-version all
 	done
 # Generate the VM images.
 	for system in $(GUIX_SYSTEM_VM_SYSTEMS) ; do					\
+	  GUIX_DISPLAYED_VERSION="`git describe --match=v* | sed -'es/^v//v'`" ;	\
 	  image=`$(top_builddir)/pre-inst-env						\
 	    guix system image -t qcow2 $(GUIX_SYSTEM_VM_IMAGE_FLAGS)			\
 	    --save-provenance								\
diff --git a/gnu/system/examples/vm-image.tmpl b/gnu/system/examples/vm-image.tmpl
index c8449c6e95..d46a27978c 100644
--- a/gnu/system/examples/vm-image.tmpl
+++ b/gnu/system/examples/vm-image.tmpl
@@ -43,7 +43,9 @@ accounts.\x1b[0m
   (keyboard-layout (keyboard-layout "us" "altgr-intl"))
 
   ;; Label for the GRUB boot menu.
-  (label (string-append "GNU Guix " (package-version guix)))
+  (label (string-append "GNU Guix "
+                        (or (getenv "GUIX_DISPLAYED_VERSION")
+                            (package-version guix))))
 
   (firmware '())
 
diff --git a/gnu/system/install.scm b/gnu/system/install.scm
index 32b9f52e04..a7b7c246bf 100644
--- a/gnu/system/install.scm
+++ b/gnu/system/install.scm
@@ -469,7 +469,8 @@ Access documentation at any time by pressing Alt-F2.\x1b[0m
                  (bootloader grub-bootloader)
                  (targets '("/dev/sda"))))
     (label (string-append "GNU Guix installation "
-                          (package-version guix)))
+                          (or (getenv "GUIX_DISPLAYED_VERSION")
+                              (package-version guix))))
 
     ;; XXX: The AMD Radeon driver is reportedly broken, which makes kmscon
     ;; non-functional: