Not getting app update with release build

I have an app (#2284 - Creelio) that has been published to the iTunes app store using the Rarewire subscription model. I have also created a release build update for this app. When I install the app from the app store and launch it I get the message telling me I have an update via Rarewire; As I would expect.

The problem is occurring when I do another release build for the app with the goal of having the Rarewire subscription auto-update when I launch the app that I originally downloaded from the app store. This 2nd update via the rarewire subscription does not update to the app installed on my iPhone. Even if I delete the app; reinstall it from the app store; I do not get the most current (2nd) update. It only gives me the 1st update I created after putting the app on the app store.

Hopefully this makes sense :) Any help would be greatly appreciated.

I am trying to get a 2nd, live subscription update to install so that I don't have to wait on the app stores approval process.