diff --git a/demo/karma.yaml b/demo/karma.yaml
index 32bac3ed6..9fd62d364 100644
--- a/demo/karma.yaml
+++ b/demo/karma.yaml
@@ -30,6 +30,16 @@ labels:
         info: "#87c4e0"
         warning: "#ffae42"
         critical: "#ff220c"
+  sorting:
+    valueMapping:
+      cluster:
+        prod: 1
+        staging: 2
+        dev: 3
+      severity:
+        critical: 1
+        warning: 2
+        info: 3
 log:
   config: false
   level: warning
diff --git a/docs/CONFIGURATION.md b/docs/CONFIGURATION.md
index 598151dd7..868700096 100644
--- a/docs/CONFIGURATION.md
+++ b/docs/CONFIGURATION.md
@@ -29,7 +29,7 @@ pair of Alertmanager instances running in
 [HA mode](https://prometheus.io/docs/alerting/alertmanager/#high-availability).
 Syntax:
 
-```yaml
+```YAML
 alertmanager:
   interval: duration
   servers:
@@ -97,7 +97,7 @@ alertmanager:
 Example with two production Alertmanager instances running in HA mode and a
 staging instance that is also proxied and requires a custom auth header:
 
-```yaml
+```YAML
 alertmanager:
   interval: 1m
   servers:
@@ -131,7 +131,7 @@ alertmanager:
 
 Defaults:
 
-```yaml
+```YAML
 alertmanager:
   interval: 1m
   servers: []
@@ -148,7 +148,7 @@ needs to be configured without a config file see
 the UI.
 Syntax:
 
-```yaml
+```YAML
 annotations:
   default:
     hidden: bool
@@ -174,7 +174,7 @@ Example where all annotations except `summary` are hidden by default. If there
 are additional annotation keys user will need to click on the `+` icon to see
 them.
 
-```yaml
+```YAML
 annotations:
   default:
     hidden: true
@@ -192,7 +192,7 @@ Example where all annotations except `details` are visible by default. If
 icon to see it. Additionally `secret` annotation is stripped and never shown
 in the UI.
 
-```yaml
+```YAML
 annotations:
   default:
     hidden: false
@@ -206,7 +206,7 @@ annotations:
 
 Defaults:
 
-```yaml
+```YAML
 annotations:
   default:
     hidden: false
@@ -220,7 +220,7 @@ annotations:
 
 Syntax:
 
-```yaml
+```YAML
 filters:
   default: list of strings
 ```
@@ -231,7 +231,7 @@ filters:
 
 Example:
 
-```yaml
+```YAML
 filters:
   default:
     - "@state=active"
@@ -240,7 +240,7 @@ filters:
 
 Defaults:
 
-```yaml
+```YAML
 filters:
   default: []
 ```
@@ -258,7 +258,7 @@ with shared labels, for example coloring hostname label will allow to quickly
 spot all alerts for the same host.
 Syntax:
 
-```yaml
+```YAML
 labels:
   color:
     static: []
@@ -266,6 +266,8 @@ labels:
     custom: {}
   keep: list of strings
   strip: list of strings
+  sorting:
+    valueMapping: {}
 ```
 
 - `color:static` - list of label names that will all have the same color applied
@@ -284,12 +286,19 @@ labels:
   it via the config file.
 - `keep` - list of allowed labels, if empty all labels are allowed.
 - `strip` - list of ignored labels.
+- `sorting:valueMapping` - when sorting using alert labels values are compared
+  as strings, which work for labels like `cluster=A`, `cluster=B` & `cluster=C`,
+  but not for `cluster=prod`, `cluster=staging` & `cluster=dev`. Alphabetic
+  sort would order the second case as follows: `dev`, `prod`, `staging`.
+  To allow for more natural sorting `sorting:valueMapping` can be used to
+  map label values to integer values which will be used for sorting instead
+  of original string values.
 
 Example with static color for the `job` label (every `job` label will have the
 same color regardless of the value) and unique color for the `@receiver` label
 (every `@receiver` label will have color unique for each value).
 
-```yaml
+```YAML
 labels:
   color:
     static:
@@ -300,7 +309,7 @@ labels:
 
 Example where `task_id` label is ignored by karma:
 
-```yaml
+```YAML
 labels:
   keep: []
   strip:
@@ -309,7 +318,7 @@ labels:
 
 Example where all but `instance` and `alertname` labels are allowed:
 
-```yaml
+```YAML
 labels:
   keep:
     - alertname
@@ -320,7 +329,7 @@ labels:
 Example where `severity` label will have a red color for `critical`, yellow
 for `warning` and blue for `info`:
 
-```yaml
+```YAML
 labels:
   color:
     custom:
@@ -332,9 +341,27 @@ labels:
         critical: "#ff220c"
 ```
 
+Example with custom value mapping for sorting, this allows to put `cluster=prod`
+or `severity=critical` (depending on which label is used for sorting) on top of
+the dashboard grid (or bottom if `Reverse` is enabled by user).
+
+```YAML
+labels:
+  sorting:
+    valueMapping:
+      cluster:
+        prod: 1
+        staging: 2
+        dev: 3
+      severity:
+        critical: 1
+        warning: 2
+        info: 3
+```
+
 Defaults:
 
-```yaml
+```YAML
 labels:
   color:
     static: []
@@ -342,6 +369,8 @@ labels:
     custom: {}
   keep: []
   strip: []
+  sorting:
+    valueMapping: {}
 ```
 
 ### Listen
@@ -349,7 +378,7 @@ labels:
 `listen` section allows configuring karma web server behavior.
 Syntax:
 
-```yaml
+```YAML
 listen:
   address: string
   port: integer
@@ -364,7 +393,7 @@ listen:
 
 Example where karma would listen for HTTP requests on `http://1.2.3.4:80/karma/`
 
-```yaml
+```YAML
 listen:
   address: 1.2.3.4
   port: 80
@@ -373,7 +402,7 @@ listen:
 
 Defaults:
 
-```yaml
+```YAML
 listen:
   address: "0.0.0.0"
   port: 8080
@@ -385,7 +414,7 @@ listen:
 `log` section allows configuring logging subsystem.
 Syntax:
 
-```yaml
+```YAML
 log:
   config: bool
   level: string
@@ -397,7 +426,7 @@ log:
 
 Defaults:
 
-```yaml
+```YAML
 log:
   config: true
   level: info
@@ -410,7 +439,7 @@ issues in silence comments. If a string inside a comment matches one of the
 rules it will be rendered as a link.
 Syntax:
 
-```yaml
+```YAML
 jira:
   - regex: string
   - uri: string
@@ -423,7 +452,7 @@ jira:
 Example where a string `DEVOPS-123` inside a comment would be rendered as a link
 to `https://jira.example.com/browse/DEVOPS-123`.
 
-```yaml
+```YAML
 jira:
   - regex: DEVOPS-[0-9]+
     uri: https://jira.example.com
@@ -431,7 +460,7 @@ jira:
 
 Defaults:
 
-```yaml
+```YAML
 jira: []
 ```
 
@@ -442,7 +471,7 @@ handled by karma. If alerts are routed to multiple receivers they can be
 duplicated in the UI, each instance will have different value for `@receiver`.
 Syntax:
 
-```yaml
+```YAML
 receivers:
   keep: list of strings
   strip: list of strings
@@ -455,7 +484,7 @@ receivers:
 Example where alerts that are routed to the `alertmanage2es` receiver are
 ignored by karma.
 
-```yaml
+```YAML
 receivers:
   strip:
     - alertmanage2es
@@ -463,7 +492,7 @@ receivers:
 
 Defaults:
 
-```yaml
+```YAML
 receivers:
   strip: []
 ```
@@ -475,7 +504,7 @@ receivers:
 details.
 Syntax:
 
-```yaml
+```YAML
 sentry:
   private: string
   public: string
@@ -488,7 +517,7 @@ sentry:
 
 Example:
 
-```yaml
+```YAML
 sentry:
   private: https://<key>:<secret>@sentry.io/<project>
   public: https://<key>:<secret>@sentry.io/<project>
@@ -502,7 +531,7 @@ JavaScript code, which can be used to either override built in CSS styles
 or integrate with extra services, for example using error handlers other than
 Sentry.
 
-```yaml
+```YAML
 custom:
   css: string
   js: string
@@ -513,7 +542,7 @@ custom:
 
 Example:
 
-```yaml
+```YAML
 custom:
   css: /theme/custom.css
   js: /assets/custom.js
diff --git a/internal/config/config.go b/internal/config/config.go
index 0c1a221c0..38afd7a5c 100644
--- a/internal/config/config.go
+++ b/internal/config/config.go
@@ -167,6 +167,11 @@ func (config *configSchema) Read() {
 		log.Fatal(err)
 	}
 
+	err = v.UnmarshalKey("labels.sorting.valuemapping", &config.Labels.Sorting.ValueMapping)
+	if err != nil {
+		log.Fatal(err)
+	}
+
 	// accept single Alertmanager server from flag/env if nothing is set yet
 	if len(config.Alertmanager.Servers) == 0 && v.GetString("alertmanager.uri") != "" {
 		log.Info("Using simple config with a single Alertmanager server")
diff --git a/internal/config/config_test.go b/internal/config/config_test.go
index 2c33995f8..034dfaf94 100644
--- a/internal/config/config_test.go
+++ b/internal/config/config_test.go
@@ -98,6 +98,8 @@ labels:
     unique:
     - f
     - gg
+  sorting:
+    valueMapping: {}
 listen:
   address: 0.0.0.0
   port: 80
diff --git a/internal/config/models.go b/internal/config/models.go
index eefd6b66a..2b3302555 100644
--- a/internal/config/models.go
+++ b/internal/config/models.go
@@ -51,6 +51,9 @@ type configSchema struct {
 			Static []string
 			Unique []string
 		}
+		Sorting struct {
+			ValueMapping map[string]map[string]int `yaml:"valueMapping"`
+		}
 	}
 	Listen struct {
 		Address string
diff --git a/internal/models/api.go b/internal/models/api.go
index a20c85fca..60ce14de8 100644
--- a/internal/models/api.go
+++ b/internal/models/api.go
@@ -155,12 +155,18 @@ func (ag *APIAlertGroup) DedupSharedMaps() {
 	}
 }
 
+// SortSettings nests all settings specific to sorting
+type SortSettings struct {
+	ValueMapping map[string]map[string]int `json:"valueMapping"`
+}
+
 // Settings is used to export karma configuration that is used by UI
 type Settings struct {
-	StaticColorLabels        []string `json:"staticColorLabels"`
-	AnnotationsDefaultHidden bool     `json:"annotationsDefaultHidden"`
-	AnnotationsHidden        []string `json:"annotationsHidden"`
-	AnnotationsVisible       []string `json:"annotationsVisible"`
+	StaticColorLabels        []string     `json:"staticColorLabels"`
+	AnnotationsDefaultHidden bool         `json:"annotationsDefaultHidden"`
+	AnnotationsHidden        []string     `json:"annotationsHidden"`
+	AnnotationsVisible       []string     `json:"annotationsVisible"`
+	Sorting                  SortSettings `json:"sorting"`
 }
 
 // AlertsResponse is the structure of JSON response UI will use to get alert data
diff --git a/ui/src/Components/Grid/AlertGrid/index.js b/ui/src/Components/Grid/AlertGrid/index.js
index c29d11536..85ec39c6f 100644
--- a/ui/src/Components/Grid/AlertGrid/index.js
+++ b/ui/src/Components/Grid/AlertGrid/index.js
@@ -70,7 +70,7 @@ const AlertGrid = observer(
     });
 
     compare = (a, b) => {
-      const { settingsStore } = this.props;
+      const { alertStore, settingsStore } = this.props;
 
       // don't sort if sorting is disabled
       if (
@@ -88,17 +88,42 @@ const AlertGrid = observer(
           return moment.max(g.alerts.map(a => moment(a.startsAt)));
         }
 
-        const label = settingsStore.gridConfig.config.sortLabel;
-        return g.labels[label] || g.alerts[0].labels[label] || "";
+        const labelName = settingsStore.gridConfig.config.sortLabel;
+        const labelValue =
+          g.labels[labelName] ||
+          g.shared.labels[labelName] ||
+          g.alerts[0].labels[labelName];
+        let mappedValue;
+
+        // check if we have a mapping for label value
+        if (
+          labelValue !== undefined &&
+          alertStore.settings.values.sorting.valueMapping[labelName] !==
+            undefined
+        ) {
+          mappedValue =
+            alertStore.settings.values.sorting.valueMapping[labelName][
+              labelValue
+            ];
+        }
+
+        // if we have a mapped value then return it, if not return original value
+        return mappedValue !== undefined ? mappedValue : labelValue;
       };
 
+      const val = settingsStore.gridConfig.config.reverseSort ? -1 : 1;
+
       const av = getLabelValue(a);
       const bv = getLabelValue(b);
 
-      const val = settingsStore.gridConfig.config.reverseSort ? -1 : 1;
-      if (av > bv) {
+      if (av === undefined && av === undefined) {
+        // if both alerts lack the label they are equal
+        return 0;
+      } else if (av === undefined || av > bv) {
+        // if first one lacks it it's should be rendered after alerts with that label
         return val;
-      } else if (av < bv) {
+      } else if (bv === undefined || av < bv) {
+        // if the first one has label but the second doesn't then the second should be rendered after the first
         return val * -1;
       } else {
         return 0;
diff --git a/ui/src/Components/Grid/AlertGrid/index.test.js b/ui/src/Components/Grid/AlertGrid/index.test.js
index 9daa346c3..00f4025ab 100644
--- a/ui/src/Components/Grid/AlertGrid/index.test.js
+++ b/ui/src/Components/Grid/AlertGrid/index.test.js
@@ -230,4 +230,60 @@ describe("<AlertGrid />", () => {
       "id3"
     ]);
   });
+
+  it("label value mappings from settings are used to order alerts", () => {
+    alertStore.settings.values.sorting.valueMapping = {
+      cluster: {
+        prod: 1,
+        staging: 2,
+        dev: 3
+      }
+    };
+
+    settingsStore.gridConfig.config.sortOrder =
+      settingsStore.gridConfig.options.label.value;
+    settingsStore.gridConfig.config.sortLabel = "cluster";
+    settingsStore.gridConfig.config.reverseSort = false;
+
+    MockGroupList(3, 1);
+    alertStore.data.groups.id1.alerts[0].labels.cluster = "dev";
+    alertStore.data.groups.id2.alerts[0].labels.cluster = "staging";
+    alertStore.data.groups.id3.alerts[0].labels.cluster = "prod";
+
+    const tree = ShallowAlertGrid();
+    const alertGroups = tree.find("AlertGroup");
+    expect(alertGroups.map(g => g.props().group.id)).toEqual([
+      "id3",
+      "id2",
+      "id1"
+    ]);
+  });
+
+  it("label value mappings from settings are used to order alerts and reverse flag is respected", () => {
+    alertStore.settings.values.sorting.valueMapping = {
+      cluster: {
+        prod: 1,
+        staging: 2,
+        dev: 3
+      }
+    };
+
+    settingsStore.gridConfig.config.sortOrder =
+      settingsStore.gridConfig.options.label.value;
+    settingsStore.gridConfig.config.sortLabel = "cluster";
+    settingsStore.gridConfig.config.reverseSort = true;
+
+    MockGroupList(3, 1);
+    alertStore.data.groups.id1.alerts[0].labels.cluster = "dev";
+    alertStore.data.groups.id2.alerts[0].labels.cluster = "prod";
+    alertStore.data.groups.id3.alerts[0].labels.cluster = "staging";
+
+    const tree = ShallowAlertGrid();
+    const alertGroups = tree.find("AlertGroup");
+    expect(alertGroups.map(g => g.props().group.id)).toEqual([
+      "id1",
+      "id3",
+      "id2"
+    ]);
+  });
 });
diff --git a/ui/src/Stores/AlertStore.js b/ui/src/Stores/AlertStore.js
index d0e7b7fec..c9bcabfa5 100644
--- a/ui/src/Stores/AlertStore.js
+++ b/ui/src/Stores/AlertStore.js
@@ -169,7 +169,10 @@ class AlertStore {
         staticColorLabels: [],
         annotationsDefaultHidden: false,
         annotationsHidden: [],
-        annotationsVisible: []
+        annotationsVisible: [],
+        sorting: {
+          valueMapping: {}
+        }
       }
     },
     {},
diff --git a/ui/src/__mocks__/Fetch.js b/ui/src/__mocks__/Fetch.js
index 7165ac539..1555242ad 100644
--- a/ui/src/__mocks__/Fetch.js
+++ b/ui/src/__mocks__/Fetch.js
@@ -23,6 +23,20 @@ const EmptyAPIResponse = () => ({
     }
   ],
   settings: {
+    sorting: {
+      valueMapping: {
+        cluster: {
+          dev: 3,
+          prod: 1,
+          staging: 2
+        },
+        severity: {
+          critical: 1,
+          info: 3,
+          warning: 2
+        }
+      }
+    },
     staticColorLabels: ["job"],
     annotationsDefaultHidden: false,
     annotationsHidden: [],
diff --git a/views.go b/views.go
index a1be6d90d..c54b5fdbd 100644
--- a/views.go
+++ b/views.go
@@ -83,12 +83,19 @@ func alerts(c *gin.Context) {
 	resp.Version = version
 	resp.Upstreams = getUpstreams()
 	resp.Settings = models.Settings{
+		Sorting: models.SortSettings{
+			ValueMapping: map[string]map[string]int{},
+		},
 		StaticColorLabels:        config.Config.Labels.Color.Static,
 		AnnotationsDefaultHidden: config.Config.Annotations.Default.Hidden,
 		AnnotationsHidden:        config.Config.Annotations.Hidden,
 		AnnotationsVisible:       config.Config.Annotations.Visible,
 	}
 
+	if config.Config.Labels.Sorting.ValueMapping != nil {
+		resp.Settings.Sorting.ValueMapping = config.Config.Labels.Sorting.ValueMapping
+	}
+
 	// use full URI (including query args) as cache key
 	cacheKey := c.Request.RequestURI