It actually looks like its some kind of caching issue or user specific issue.
I decided to open Google Play store from a different browser (where I was not logged in) and the app was no longer showing as Beta.
Only when viewing Play store from my logged in account and from my phone is it showing (BETA).
So for any non-beta testers viewing it for the first time on their phone or via browser I assume its going to show up correctly, which is good enough for me.