diff --git a/pkg/distributor/distributorpb/distributor.pb.go b/pkg/distributor/distributorpb/distributor.pb.go
index 8ffe5387f26..81450249196 100644
--- a/pkg/distributor/distributorpb/distributor.pb.go
+++ b/pkg/distributor/distributorpb/distributor.pb.go
@@ -29,22 +29,23 @@ const _ = proto.GoGoProtoPackageIsVersion3 // please upgrade the proto package
 func init() { proto.RegisterFile("distributor.proto", fileDescriptor_c518e33639ca565d) }
 
 var fileDescriptor_c518e33639ca565d = []byte{
-	// 225 bytes of a gzipped FileDescriptorProto
+	// 243 bytes of a gzipped FileDescriptorProto
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 }
 
 // Reference imports to suppress errors if they are not otherwise used.
diff --git a/pkg/distributor/distributorpb/distributor.proto b/pkg/distributor/distributorpb/distributor.proto
index 576a244afcd..f7d53b853a7 100644
--- a/pkg/distributor/distributorpb/distributor.proto
+++ b/pkg/distributor/distributorpb/distributor.proto
@@ -11,6 +11,7 @@ option go_package = "distributorpb";
 
 import "github.com/gogo/protobuf/gogoproto/gogo.proto";
 import "github.com/grafana/mimir/pkg/mimirpb/mimir.proto";
+import "github.com/grafana/mimir/pkg/mimirpb/mimir_custom_types.proto";
 
 option (gogoproto.marshaler_all) = true;
 option (gogoproto.unmarshaler_all) = true;
diff --git a/pkg/frontend/querymiddleware/model.pb.go b/pkg/frontend/querymiddleware/model.pb.go
index 47f80838c30..7be2121f887 100644
--- a/pkg/frontend/querymiddleware/model.pb.go
+++ b/pkg/frontend/querymiddleware/model.pb.go
@@ -11,7 +11,6 @@ import (
 	_ "github.com/gogo/protobuf/gogoproto"
 	proto "github.com/gogo/protobuf/proto"
 	types "github.com/gogo/protobuf/types"
-	github_com_grafana_mimir_pkg_mimirpb "github.com/grafana/mimir/pkg/mimirpb"
 	mimirpb "github.com/grafana/mimir/pkg/mimirpb"
 	io "io"
 	math "math"
@@ -225,9 +224,9 @@ func (m *PrometheusData) GetResult() []SampleStream {
 }
 
 type SampleStream struct {
-	Labels     []github_com_grafana_mimir_pkg_mimirpb.LabelAdapter `protobuf:"bytes,1,rep,name=labels,proto3,customtype=github.com/grafana/mimir/pkg/mimirpb.LabelAdapter" json:"metric"`
-	Samples    []mimirpb.Sample                                    `protobuf:"bytes,2,rep,name=samples,proto3" json:"values"`
-	Histograms []mimirpb.FloatHistogramPair                        `protobuf:"bytes,3,rep,name=histograms,proto3" json:"histograms"`
+	Labels     []mimirpb.LabelAdapter       `protobuf:"bytes,1,rep,name=labels,proto3" json:"metric"`
+	Samples    []mimirpb.Sample             `protobuf:"bytes,2,rep,name=samples,proto3" json:"values"`
+	Histograms []mimirpb.FloatHistogramPair `protobuf:"bytes,3,rep,name=histograms,proto3" json:"histograms"`
 }
 
 func (m *SampleStream) Reset()      { *m = SampleStream{} }
@@ -262,6 +261,13 @@ func (m *SampleStream) XXX_DiscardUnknown() {
 
 var xxx_messageInfo_SampleStream proto.InternalMessageInfo
 
+func (m *SampleStream) GetLabels() []mimirpb.LabelAdapter {
+	if m != nil {
+		return m.Labels
+	}
+	return nil
+}
+
 func (m *SampleStream) GetSamples() []mimirpb.Sample {
 	if m != nil {
 		return m.Samples
@@ -728,72 +734,72 @@ func init() { proto.RegisterFile("model.proto", fileDescriptor_4c16552f9fdb66d8)
 var fileDescriptor_4c16552f9fdb66d8 = []byte{
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+	0xb9, 0x69, 0xfc, 0xb8, 0x32, 0x8d, 0xdf, 0x56, 0xa6, 0xf1, 0x6c, 0x65, 0x1a, 0x67, 0x2b, 0xd3,
+	0xf8, 0x73, 0x65, 0x1a, 0x7f, 0xaf, 0xcc, 0xca, 0x8b, 0x95, 0x69, 0xfc, 0x72, 0x61, 0x56, 0xce,
+	0x2e, 0xcc, 0xca, 0xf3, 0x0b, 0xb3, 0xf2, 0xdd, 0xa6, 0xca, 0xd6, 0x77, 0x1d, 0xc7, 0xa3, 0x4f,
+	0x08, 0xa7, 0x93, 0x86, 0x6a, 0xd7, 0xf7, 0xff, 0x0d, 0x00, 0x00, 0xff, 0xff, 0xf9, 0xd0, 0xa1,
+	0x96, 0x39, 0x08, 0x00, 0x00,
 }
 
 func (this *PrometheusHeader) Equal(that interface{}) bool {
@@ -940,7 +946,7 @@ func (this *SampleStream) Equal(that interface{}) bool {
 		return false
 	}
 	for i := range this.Labels {
-		if !this.Labels[i].Equal(that1.Labels[i]) {
+		if !this.Labels[i].Equal(&that1.Labels[i]) {
 			return false
 		}
 	}
@@ -1239,7 +1245,13 @@ func (this *SampleStream) GoString() string {
 	}
 	s := make([]string, 0, 7)
 	s = append(s, "&querymiddleware.SampleStream{")
-	s = append(s, "Labels: "+fmt.Sprintf("%#v", this.Labels)+",\n")
+	if this.Labels != nil {
+		vs := make([]*mimirpb.LabelAdapter, len(this.Labels))
+		for i := range vs {
+			vs[i] = &this.Labels[i]
+		}
+		s = append(s, "Labels: "+fmt.Sprintf("%#v", vs)+",\n")
+	}
 	if this.Samples != nil {
 		vs := make([]*mimirpb.Sample, len(this.Samples))
 		for i := range vs {
@@ -1582,11 +1594,11 @@ func (m *SampleStream) MarshalToSizedBuffer(dAtA []byte) (int, error) {
 	if len(m.Labels) > 0 {
 		for iNdEx := len(m.Labels) - 1; iNdEx >= 0; iNdEx-- {
 			{
-				size := m.Labels[iNdEx].Size()
-				i -= size
-				if _, err := m.Labels[iNdEx].MarshalTo(dAtA[i:]); err != nil {
+				size, err := m.Labels[iNdEx].MarshalToSizedBuffer(dAtA[:i])
+				if err != nil {
 					return 0, err
 				}
+				i -= size
 				i = encodeVarintModel(dAtA, i, uint64(size))
 			}
 			i--
@@ -2247,6 +2259,11 @@ func (this *SampleStream) String() string {
 	if this == nil {
 		return "nil"
 	}
+	repeatedStringForLabels := "[]LabelAdapter{"
+	for _, f := range this.Labels {
+		repeatedStringForLabels += fmt.Sprintf("%v", f) + ","
+	}
+	repeatedStringForLabels += "}"
 	repeatedStringForSamples := "[]Sample{"
 	for _, f := range this.Samples {
 		repeatedStringForSamples += fmt.Sprintf("%v", f) + ","
@@ -2258,7 +2275,7 @@ func (this *SampleStream) String() string {
 	}
 	repeatedStringForHistograms += "}"
 	s := strings.Join([]string{`&SampleStream{`,
-		`Labels:` + fmt.Sprintf("%v", this.Labels) + `,`,
+		`Labels:` + repeatedStringForLabels + `,`,
 		`Samples:` + repeatedStringForSamples + `,`,
 		`Histograms:` + repeatedStringForHistograms + `,`,
 		`}`,
@@ -2945,7 +2962,7 @@ func (m *SampleStream) Unmarshal(dAtA []byte) error {
 			if postIndex > l {
 				return io.ErrUnexpectedEOF
 			}
-			m.Labels = append(m.Labels, github_com_grafana_mimir_pkg_mimirpb.LabelAdapter{})
+			m.Labels = append(m.Labels, mimirpb.LabelAdapter{})
 			if err := m.Labels[len(m.Labels)-1].Unmarshal(dAtA[iNdEx:postIndex]); err != nil {
 				return err
 			}
diff --git a/pkg/frontend/querymiddleware/model.proto b/pkg/frontend/querymiddleware/model.proto
index 0a4951cfcd5..c65fa8cb024 100644
--- a/pkg/frontend/querymiddleware/model.proto
+++ b/pkg/frontend/querymiddleware/model.proto
@@ -12,6 +12,7 @@ option go_package = "querymiddleware";
 
 import "github.com/gogo/protobuf/gogoproto/gogo.proto";
 import "github.com/grafana/mimir/pkg/mimirpb/mimir.proto";
+import "github.com/grafana/mimir/pkg/mimirpb/mimir_custom_types.proto";
 import "google/protobuf/any.proto";
 
 option (gogoproto.marshaler_all) = true;
@@ -38,7 +39,7 @@ message PrometheusData {
 }
 
 message SampleStream {
-  repeated cortexpb.LabelPair labels = 1 [(gogoproto.nullable) = false, (gogoproto.jsontag) = "metric", (gogoproto.customtype) = "github.com/grafana/mimir/pkg/mimirpb.LabelAdapter"];
+  repeated cortexpb.LabelAdapter labels = 1 [(gogoproto.nullable) = false, (gogoproto.jsontag) = "metric"];
   repeated cortexpb.Sample samples = 2 [(gogoproto.nullable) = false, (gogoproto.jsontag) = "values"];
   repeated cortexpb.FloatHistogramPair histograms = 3 [(gogoproto.nullable) = false, (gogoproto.jsontag) = "histograms"];
 }
diff --git a/pkg/ingester/client/ingester.pb.go b/pkg/ingester/client/ingester.pb.go
index bbefc14b1e4..32a7cbdaf5c 100644
--- a/pkg/ingester/client/ingester.pb.go
+++ b/pkg/ingester/client/ingester.pb.go
@@ -708,8 +708,8 @@ func (m *QueryStreamResponse) GetStreamingSeriesChunks() []QueryStreamSeriesChun
 }
 
 type QueryStreamSeries struct {
-	Labels     []github_com_grafana_mimir_pkg_mimirpb.LabelAdapter `protobuf:"bytes,1,rep,name=labels,proto3,customtype=github.com/grafana/mimir/pkg/mimirpb.LabelAdapter" json:"labels"`
-	ChunkCount int64                                               `protobuf:"varint,2,opt,name=chunk_count,json=chunkCount,proto3" json:"chunk_count,omitempty"`
+	Labels     []mimirpb.LabelAdapter `protobuf:"bytes,1,rep,name=labels,proto3" json:"labels"`
+	ChunkCount int64                  `protobuf:"varint,2,opt,name=chunk_count,json=chunkCount,proto3" json:"chunk_count,omitempty"`
 }
 
 func (m *QueryStreamSeries) Reset()      { *m = QueryStreamSeries{} }
@@ -744,6 +744,13 @@ func (m *QueryStreamSeries) XXX_DiscardUnknown() {
 
 var xxx_messageInfo_QueryStreamSeries proto.InternalMessageInfo
 
+func (m *QueryStreamSeries) GetLabels() []mimirpb.LabelAdapter {
+	if m != nil {
+		return m.Labels
+	}
+	return nil
+}
+
 func (m *QueryStreamSeries) GetChunkCount() int64 {
 	if m != nil {
 		return m.ChunkCount
@@ -1519,10 +1526,10 @@ func (m *ActiveSeriesResponse) GetBucketCount() []uint64 {
 }
 
 type TimeSeriesChunk struct {
-	FromIngesterId string                                              `protobuf:"bytes,1,opt,name=from_ingester_id,json=fromIngesterId,proto3" json:"from_ingester_id,omitempty"`
-	UserId         string                                              `protobuf:"bytes,2,opt,name=user_id,json=userId,proto3" json:"user_id,omitempty"`
-	Labels         []github_com_grafana_mimir_pkg_mimirpb.LabelAdapter `protobuf:"bytes,3,rep,name=labels,proto3,customtype=github.com/grafana/mimir/pkg/mimirpb.LabelAdapter" json:"labels"`
-	Chunks         []Chunk                                             `protobuf:"bytes,4,rep,name=chunks,proto3" json:"chunks"`
+	FromIngesterId string                 `protobuf:"bytes,1,opt,name=from_ingester_id,json=fromIngesterId,proto3" json:"from_ingester_id,omitempty"`
+	UserId         string                 `protobuf:"bytes,2,opt,name=user_id,json=userId,proto3" json:"user_id,omitempty"`
+	Labels         []mimirpb.LabelAdapter `protobuf:"bytes,3,rep,name=labels,proto3" json:"labels"`
+	Chunks         []Chunk                `protobuf:"bytes,4,rep,name=chunks,proto3" json:"chunks"`
 }
 
 func (m *TimeSeriesChunk) Reset()      { *m = TimeSeriesChunk{} }
@@ -1571,6 +1578,13 @@ func (m *TimeSeriesChunk) GetUserId() string {
 	return ""
 }
 
+func (m *TimeSeriesChunk) GetLabels() []mimirpb.LabelAdapter {
+	if m != nil {
+		return m.Labels
+	}
+	return nil
+}
+
 func (m *TimeSeriesChunk) GetChunks() []Chunk {
 	if m != nil {
 		return m.Chunks
@@ -1781,117 +1795,117 @@ func init() {
 func init() { proto.RegisterFile("ingester.proto", fileDescriptor_60f6df4f3586b478) }
 
 var fileDescriptor_60f6df4f3586b478 = []byte{
-	// 1748 bytes of a gzipped FileDescriptorProto
-	0x1f, 0x8b, 0x08, 0x00, 0x00, 0x00, 0x00, 0x00, 0x02, 0xff, 0xbc, 0x58, 0x4b, 0x6f, 0x1b, 0xc9,
-	0x11, 0x66, 0xf3, 0xb5, 0x62, 0x91, 0x92, 0xa8, 0xa6, 0x24, 0x72, 0x47, 0xab, 0x91, 0x76, 0x02,
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-	0x24, 0x0f, 0x25, 0xe7, 0x01, 0x18, 0x83, 0x21, 0xd9, 0x92, 0x06, 0xe2, 0x0c, 0x99, 0x99, 0xa6,
-	0x61, 0xf9, 0x94, 0x53, 0xce, 0xf9, 0x01, 0x41, 0x80, 0xdc, 0x82, 0x1c, 0x73, 0xc9, 0x25, 0xc8,
-	0xd9, 0x97, 0x00, 0xbe, 0xc5, 0x08, 0x10, 0x23, 0x96, 0x2f, 0xc9, 0xcd, 0x40, 0xfe, 0x40, 0x30,
-	0xdd, 0x3d, 0x4f, 0x52, 0x12, 0x65, 0xc4, 0x3e, 0x91, 0x5d, 0xaf, 0xfe, 0xaa, 0xba, 0xba, 0xaa,
-	0xa6, 0x61, 0xc6, 0xb0, 0x0e, 0x89, 0x43, 0x89, 0xbd, 0x36, 0xb0, 0xfb, 0xb4, 0x8f, 0xb3, 0x9d,
-	0xbe, 0x4d, 0xc9, 0x53, 0xe9, 0xab, 0x43, 0x83, 0x1e, 0x0d, 0xdb, 0x6b, 0x9d, 0xbe, 0xb9, 0x7e,
-	0xd8, 0x3f, 0xec, 0xaf, 0x33, 0x76, 0x7b, 0x78, 0xc0, 0x56, 0x6c, 0xc1, 0xfe, 0x71, 0x35, 0xe9,
-	0x6a, 0x58, 0xdc, 0xd6, 0x0f, 0x74, 0x4b, 0x5f, 0x37, 0x0d, 0xd3, 0xb0, 0xd7, 0x07, 0xc7, 0x87,
-	0xfc, 0xdf, 0xa0, 0xcd, 0x7f, 0xb9, 0x86, 0xf2, 0x6b, 0x04, 0xd2, 0x03, 0xbd, 0x4d, 0x7a, 0xdb,
-	0xba, 0x49, 0x9c, 0x9a, 0xd5, 0x7d, 0xa4, 0xf7, 0x86, 0xc4, 0x51, 0xc9, 0x2f, 0x87, 0xc4, 0xa1,
-	0xf8, 0x2a, 0x4c, 0x99, 0x3a, 0xed, 0x1c, 0x11, 0xdb, 0xa9, 0xa0, 0xd5, 0x54, 0x35, 0x7f, 0x7d,
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+	0x8a, 0x7e, 0xff, 0x42, 0x4d, 0x3d, 0x7d, 0xa1, 0xa6, 0xbe, 0x79, 0xa1, 0xa6, 0x7e, 0x95, 0xef,
+	0x0f, 0x2d, 0xe2, 0xb0, 0x5e, 0x9e, 0x7f, 0x9d, 0xbc, 0xf7, 0xbf, 0x00, 0x00, 0x00, 0xff, 0xff,
+	0xd5, 0xb2, 0x00, 0xa7, 0x57, 0x15, 0x00, 0x00,
 }
 
 func (x CountMethod) String() string {
@@ -2322,7 +2336,7 @@ func (this *QueryStreamSeries) Equal(that interface{}) bool {
 		return false
 	}
 	for i := range this.Labels {
-		if !this.Labels[i].Equal(that1.Labels[i]) {
+		if !this.Labels[i].Equal(&that1.Labels[i]) {
 			return false
 		}
 	}
@@ -2815,7 +2829,7 @@ func (this *TimeSeriesChunk) Equal(that interface{}) bool {
 		return false
 	}
 	for i := range this.Labels {
-		if !this.Labels[i].Equal(that1.Labels[i]) {
+		if !this.Labels[i].Equal(&that1.Labels[i]) {
 			return false
 		}
 	}
@@ -3108,7 +3122,13 @@ func (this *QueryStreamSeries) GoString() string {
 	}
 	s := make([]string, 0, 6)
 	s = append(s, "&client.QueryStreamSeries{")
-	s = append(s, "Labels: "+fmt.Sprintf("%#v", this.Labels)+",\n")
+	if this.Labels != nil {
+		vs := make([]*mimirpb.LabelAdapter, len(this.Labels))
+		for i := range vs {
+			vs[i] = &this.Labels[i]
+		}
+		s = append(s, "Labels: "+fmt.Sprintf("%#v", vs)+",\n")
+	}
 	s = append(s, "ChunkCount: "+fmt.Sprintf("%#v", this.ChunkCount)+",\n")
 	s = append(s, "}")
 	return strings.Join(s, "")
@@ -3314,7 +3334,13 @@ func (this *TimeSeriesChunk) GoString() string {
 	s = append(s, "&client.TimeSeriesChunk{")
 	s = append(s, "FromIngesterId: "+fmt.Sprintf("%#v", this.FromIngesterId)+",\n")
 	s = append(s, "UserId: "+fmt.Sprintf("%#v", this.UserId)+",\n")
-	s = append(s, "Labels: "+fmt.Sprintf("%#v", this.Labels)+",\n")
+	if this.Labels != nil {
+		vs := make([]*mimirpb.LabelAdapter, len(this.Labels))
+		for i := range vs {
+			vs[i] = &this.Labels[i]
+		}
+		s = append(s, "Labels: "+fmt.Sprintf("%#v", vs)+",\n")
+	}
 	if this.Chunks != nil {
 		vs := make([]*Chunk, len(this.Chunks))
 		for i := range vs {
@@ -4516,11 +4542,11 @@ func (m *QueryStreamSeries) MarshalToSizedBuffer(dAtA []byte) (int, error) {
 	if len(m.Labels) > 0 {
 		for iNdEx := len(m.Labels) - 1; iNdEx >= 0; iNdEx-- {
 			{
-				size := m.Labels[iNdEx].Size()
-				i -= size
-				if _, err := m.Labels[iNdEx].MarshalTo(dAtA[i:]); err != nil {
+				size, err := m.Labels[iNdEx].MarshalToSizedBuffer(dAtA[:i])
+				if err != nil {
 					return 0, err
 				}
+				i -= size
 				i = encodeVarintIngester(dAtA, i, uint64(size))
 			}
 			i--
@@ -5176,11 +5202,11 @@ func (m *TimeSeriesChunk) MarshalToSizedBuffer(dAtA []byte) (int, error) {
 	if len(m.Labels) > 0 {
 		for iNdEx := len(m.Labels) - 1; iNdEx >= 0; iNdEx-- {
 			{
-				size := m.Labels[iNdEx].Size()
-				i -= size
-				if _, err := m.Labels[iNdEx].MarshalTo(dAtA[i:]); err != nil {
+				size, err := m.Labels[iNdEx].MarshalToSizedBuffer(dAtA[:i])
+				if err != nil {
 					return 0, err
 				}
+				i -= size
 				i = encodeVarintIngester(dAtA, i, uint64(size))
 			}
 			i--
@@ -6137,8 +6163,13 @@ func (this *QueryStreamSeries) String() string {
 	if this == nil {
 		return "nil"
 	}
+	repeatedStringForLabels := "[]LabelAdapter{"
+	for _, f := range this.Labels {
+		repeatedStringForLabels += fmt.Sprintf("%v", f) + ","
+	}
+	repeatedStringForLabels += "}"
 	s := strings.Join([]string{`&QueryStreamSeries{`,
-		`Labels:` + fmt.Sprintf("%v", this.Labels) + `,`,
+		`Labels:` + repeatedStringForLabels + `,`,
 		`ChunkCount:` + fmt.Sprintf("%v", this.ChunkCount) + `,`,
 		`}`,
 	}, "")
@@ -6348,6 +6379,11 @@ func (this *TimeSeriesChunk) String() string {
 	if this == nil {
 		return "nil"
 	}
+	repeatedStringForLabels := "[]LabelAdapter{"
+	for _, f := range this.Labels {
+		repeatedStringForLabels += fmt.Sprintf("%v", f) + ","
+	}
+	repeatedStringForLabels += "}"
 	repeatedStringForChunks := "[]Chunk{"
 	for _, f := range this.Chunks {
 		repeatedStringForChunks += strings.Replace(strings.Replace(f.String(), "Chunk", "Chunk", 1), `&`, ``, 1) + ","
@@ -6356,7 +6392,7 @@ func (this *TimeSeriesChunk) String() string {
 	s := strings.Join([]string{`&TimeSeriesChunk{`,
 		`FromIngesterId:` + fmt.Sprintf("%v", this.FromIngesterId) + `,`,
 		`UserId:` + fmt.Sprintf("%v", this.UserId) + `,`,
-		`Labels:` + fmt.Sprintf("%v", this.Labels) + `,`,
+		`Labels:` + repeatedStringForLabels + `,`,
 		`Chunks:` + repeatedStringForChunks + `,`,
 		`}`,
 	}, "")
@@ -7872,7 +7908,7 @@ func (m *QueryStreamSeries) Unmarshal(dAtA []byte) error {
 			if postIndex > l {
 				return io.ErrUnexpectedEOF
 			}
-			m.Labels = append(m.Labels, github_com_grafana_mimir_pkg_mimirpb.LabelAdapter{})
+			m.Labels = append(m.Labels, mimirpb.LabelAdapter{})
 			if err := m.Labels[len(m.Labels)-1].Unmarshal(dAtA[iNdEx:postIndex]); err != nil {
 				return err
 			}
@@ -9665,7 +9701,7 @@ func (m *TimeSeriesChunk) Unmarshal(dAtA []byte) error {
 			if postIndex > l {
 				return io.ErrUnexpectedEOF
 			}
-			m.Labels = append(m.Labels, github_com_grafana_mimir_pkg_mimirpb.LabelAdapter{})
+			m.Labels = append(m.Labels, mimirpb.LabelAdapter{})
 			if err := m.Labels[len(m.Labels)-1].Unmarshal(dAtA[iNdEx:postIndex]); err != nil {
 				return err
 			}
diff --git a/pkg/ingester/client/ingester.proto b/pkg/ingester/client/ingester.proto
index b2dd18b2a90..66d219dc422 100644
--- a/pkg/ingester/client/ingester.proto
+++ b/pkg/ingester/client/ingester.proto
@@ -12,6 +12,7 @@ option go_package = "client";
 
 import "github.com/gogo/protobuf/gogoproto/gogo.proto";
 import "github.com/grafana/mimir/pkg/mimirpb/mimir.proto";
+import "github.com/grafana/mimir/pkg/mimirpb/mimir_custom_types.proto";
 
 option (gogoproto.marshaler_all) = true;
 option (gogoproto.unmarshaler_all) = true;
@@ -123,7 +124,7 @@ message QueryStreamResponse {
 }
 
 message QueryStreamSeries {
-  repeated cortexpb.LabelPair labels = 1 [(gogoproto.nullable) = false, (gogoproto.customtype) = "github.com/grafana/mimir/pkg/mimirpb.LabelAdapter"];
+  repeated cortexpb.LabelAdapter labels = 1 [(gogoproto.nullable) = false];
   int64 chunk_count = 2;
 }
 
@@ -207,7 +208,7 @@ message ActiveSeriesResponse {
 message TimeSeriesChunk {
   string from_ingester_id = 1;
   string user_id = 2;
-  repeated cortexpb.LabelPair labels = 3 [(gogoproto.nullable) = false, (gogoproto.customtype) = "github.com/grafana/mimir/pkg/mimirpb.LabelAdapter"];
+  repeated cortexpb.LabelAdapter labels = 3 [(gogoproto.nullable) = false];
   repeated Chunk chunks = 4 [(gogoproto.nullable) = false];
 }
 
diff --git a/pkg/mimirpb/mimir.proto b/pkg/mimirpb/mimir.proto
index 99abd6066d3..cd484616fd4 100644
--- a/pkg/mimirpb/mimir.proto
+++ b/pkg/mimirpb/mimir.proto
@@ -13,7 +13,7 @@ package cortexpb;
 option go_package = "mimirpb";
 
 import "github.com/gogo/protobuf/gogoproto/gogo.proto";
-import "mimir_extra.proto";
+import "github.com/grafana/mimir/pkg/mimirpb/mimir_custom_types.proto";
 
 option (gogoproto.marshaler_all) = true;
 option (gogoproto.unmarshaler_all) = true;
diff --git a/pkg/mimirpb/mimir_extra.proto b/pkg/mimirpb/mimir_custom_types.proto
similarity index 100%
rename from pkg/mimirpb/mimir_extra.proto
rename to pkg/mimirpb/mimir_custom_types.proto
diff --git a/pkg/ruler/ruler.pb.go b/pkg/ruler/ruler.pb.go
index 73d87f439ec..4c510b2a5a2 100644
--- a/pkg/ruler/ruler.pb.go
+++ b/pkg/ruler/ruler.pb.go
@@ -10,8 +10,7 @@ import (
 	_ "github.com/gogo/protobuf/gogoproto"
 	proto "github.com/gogo/protobuf/proto"
 	github_com_gogo_protobuf_types "github.com/gogo/protobuf/types"
-	_ "github.com/grafana/mimir/pkg/mimirpb"
-	github_com_grafana_mimir_pkg_mimirpb "github.com/grafana/mimir/pkg/mimirpb"
+	mimirpb "github.com/grafana/mimir/pkg/mimirpb"
 	rulespb "github.com/grafana/mimir/pkg/ruler/rulespb"
 	grpc "google.golang.org/grpc"
 	codes "google.golang.org/grpc/codes"
@@ -439,16 +438,16 @@ func (m *RuleStateDesc) GetEvaluationDuration() time.Duration {
 }
 
 type AlertStateDesc struct {
-	State           string                                              `protobuf:"bytes,1,opt,name=state,proto3" json:"state,omitempty"`
-	Labels          []github_com_grafana_mimir_pkg_mimirpb.LabelAdapter `protobuf:"bytes,2,rep,name=labels,proto3,customtype=github.com/grafana/mimir/pkg/mimirpb.LabelAdapter" json:"labels"`
-	Annotations     []github_com_grafana_mimir_pkg_mimirpb.LabelAdapter `protobuf:"bytes,3,rep,name=annotations,proto3,customtype=github.com/grafana/mimir/pkg/mimirpb.LabelAdapter" json:"annotations"`
-	Value           float64                                             `protobuf:"fixed64,4,opt,name=value,proto3" json:"value,omitempty"`
-	ActiveAt        time.Time                                           `protobuf:"bytes,5,opt,name=active_at,json=activeAt,proto3,stdtime" json:"active_at"`
-	FiredAt         time.Time                                           `protobuf:"bytes,6,opt,name=fired_at,json=firedAt,proto3,stdtime" json:"fired_at"`
-	ResolvedAt      time.Time                                           `protobuf:"bytes,7,opt,name=resolved_at,json=resolvedAt,proto3,stdtime" json:"resolved_at"`
-	LastSentAt      time.Time                                           `protobuf:"bytes,8,opt,name=last_sent_at,json=lastSentAt,proto3,stdtime" json:"last_sent_at"`
-	ValidUntil      time.Time                                           `protobuf:"bytes,9,opt,name=valid_until,json=validUntil,proto3,stdtime" json:"valid_until"`
-	KeepFiringSince time.Time                                           `protobuf:"bytes,10,opt,name=keep_firing_since,json=keepFiringSince,proto3,stdtime" json:"keep_firing_since"`
+	State           string                 `protobuf:"bytes,1,opt,name=state,proto3" json:"state,omitempty"`
+	Labels          []mimirpb.LabelAdapter `protobuf:"bytes,2,rep,name=labels,proto3" json:"labels"`
+	Annotations     []mimirpb.LabelAdapter `protobuf:"bytes,3,rep,name=annotations,proto3" json:"annotations"`
+	Value           float64                `protobuf:"fixed64,4,opt,name=value,proto3" json:"value,omitempty"`
+	ActiveAt        time.Time              `protobuf:"bytes,5,opt,name=active_at,json=activeAt,proto3,stdtime" json:"active_at"`
+	FiredAt         time.Time              `protobuf:"bytes,6,opt,name=fired_at,json=firedAt,proto3,stdtime" json:"fired_at"`
+	ResolvedAt      time.Time              `protobuf:"bytes,7,opt,name=resolved_at,json=resolvedAt,proto3,stdtime" json:"resolved_at"`
+	LastSentAt      time.Time              `protobuf:"bytes,8,opt,name=last_sent_at,json=lastSentAt,proto3,stdtime" json:"last_sent_at"`
+	ValidUntil      time.Time              `protobuf:"bytes,9,opt,name=valid_until,json=validUntil,proto3,stdtime" json:"valid_until"`
+	KeepFiringSince time.Time              `protobuf:"bytes,10,opt,name=keep_firing_since,json=keepFiringSince,proto3,stdtime" json:"keep_firing_since"`
 }
 
 func (m *AlertStateDesc) Reset()      { *m = AlertStateDesc{} }
@@ -490,6 +489,20 @@ func (m *AlertStateDesc) GetState() string {
 	return ""
 }
 
+func (m *AlertStateDesc) GetLabels() []mimirpb.LabelAdapter {
+	if m != nil {
+		return m.Labels
+	}
+	return nil
+}
+
+func (m *AlertStateDesc) GetAnnotations() []mimirpb.LabelAdapter {
+	if m != nil {
+		return m.Annotations
+	}
+	return nil
+}
+
 func (m *AlertStateDesc) GetValue() float64 {
 	if m != nil {
 		return m.Value
@@ -553,65 +566,65 @@ func init() {
 func init() { proto.RegisterFile("ruler.proto", fileDescriptor_9ecbec0a4cfddea6) }
 
 var fileDescriptor_9ecbec0a4cfddea6 = []byte{
-	// 924 bytes of a gzipped FileDescriptorProto
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+	// 925 bytes of a gzipped FileDescriptorProto
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+	0x0e, 0xa1, 0x39, 0x89, 0x62, 0xc9, 0xb8, 0x6d, 0x76, 0xcd, 0xfe, 0xfa, 0xc1, 0x7d, 0x57, 0xdb,
+	0xb9, 0x08, 0xc2, 0xe0, 0xf8, 0x3c, 0x67, 0x5e, 0x89, 0x25, 0xef, 0x80, 0xa5, 0x60, 0x7e, 0x4a,
+	0x13, 0x66, 0xd7, 0xba, 0x2b, 0x7d, 0xcb, 0x6b, 0xab, 0xc4, 0x37, 0x34, 0x61, 0xe4, 0x5d, 0x00,
+	0x2c, 0x86, 0x3c, 0x2b, 0x72, 0x7b, 0x05, 0xab, 0x08, 0xff, 0x52, 0x25, 0x08, 0x81, 0xfa, 0x24,
+	0x8a, 0x99, 0x5d, 0xc7, 0x02, 0x7e, 0x93, 0xf7, 0x61, 0x9d, 0x4d, 0x83, 0xb8, 0x18, 0x33, 0x9f,
+	0xc6, 0x8c, 0x4b, 0x61, 0x37, 0xba, 0x66, 0xbf, 0xed, 0xad, 0x95, 0xd9, 0x01, 0x26, 0x95, 0x72,
+	0x42, 0xa7, 0x5a, 0x58, 0xd8, 0xcd, 0xae, 0xd9, 0x6f, 0x78, 0x56, 0x42, 0xa7, 0x28, 0x8c, 0xe5,
+	0x94, 0x4d, 0xa5, 0x2f, 0xb3, 0x53, 0x96, 0xda, 0xad, 0xae, 0xa9, 0x16, 0x56, 0x99, 0x63, 0x95,
+	0xe8, 0x7d, 0x0a, 0xed, 0x6a, 0x23, 0xa4, 0x03, 0xad, 0x41, 0x7a, 0xae, 0xc2, 0x0d, 0x83, 0x6c,
+	0xc0, 0x2a, 0x2e, 0x10, 0xa5, 0x21, 0x66, 0x4c, 0xb2, 0x09, 0x6b, 0x1e, 0x0b, 0x32, 0x3e, 0xae,
+	0x52, 0xb5, 0xde, 0x03, 0x58, 0x2b, 0x3d, 0x11, 0x79, 0x96, 0x0a, 0x46, 0xf6, 0xa0, 0x59, 0x36,
+	0x62, 0x76, 0x57, 0xfa, 0x9d, 0x83, 0xb7, 0x4a, 0xe7, 0xb0, 0x99, 0xa1, 0xa4, 0x92, 0x3d, 0x64,
+	0x22, 0xf0, 0x4a, 0x50, 0x6f, 0x0f, 0x36, 0x86, 0xe7, 0x69, 0x70, 0xc3, 0xfc, 0x7b, 0xd0, 0x2e,
+	0x04, 0xe3, 0x7e, 0x34, 0xd6, 0x22, 0x96, 0xd7, 0x52, 0xf1, 0x57, 0x63, 0xd1, 0xdb, 0x82, 0xcd,
+	0x05, 0xb8, 0x5e, 0xb2, 0xf7, 0x4b, 0x0d, 0xd6, 0x6f, 0xca, 0x93, 0x0f, 0xa0, 0xa1, 0x7d, 0x56,
+	0xc7, 0xd7, 0x39, 0xd8, 0x76, 0xf5, 0x69, 0x7b, 0x95, 0xdd, 0xd8, 0x83, 0x86, 0x90, 0x4f, 0x60,
+	0x95, 0x06, 0x32, 0x3a, 0x63, 0x3e, 0x82, 0xf0, 0xe0, 0x2a, 0x8a, 0x3e, 0xf1, 0x79, 0xdb, 0x1d,
+	0x8d, 0xc4, 0xf5, 0xc9, 0xf7, 0xb0, 0xc5, 0xce, 0x68, 0x5c, 0xe0, 0x9d, 0x38, 0xae, 0x66, 0xdf,
+	0x5e, 0xc1, 0x25, 0x77, 0x5c, 0x7d, 0x3b, 0xdc, 0xea, 0x76, 0xb8, 0xd7, 0x88, 0xa3, 0xf6, 0xd3,
+	0xe7, 0xbb, 0xc6, 0x93, 0x3f, 0x76, 0x4d, 0xef, 0x36, 0x01, 0x32, 0x04, 0x32, 0x4f, 0x3f, 0x2c,
+	0xef, 0x9c, 0x5d, 0x47, 0xd9, 0x7b, 0xaf, 0xc8, 0x56, 0x00, 0xad, 0xfa, 0xb3, 0x52, 0xbd, 0x85,
+	0xde, 0xfb, 0xbd, 0xa6, 0x4f, 0x6a, 0xee, 0xd1, 0x7b, 0x50, 0x57, 0x5b, 0x2c, 0x2d, 0xba, 0xb3,
+	0x60, 0x11, 0x6e, 0x15, 0x8b, 0x64, 0x1b, 0x1a, 0x42, 0x31, 0xec, 0x1a, 0xce, 0x8d, 0x0e, 0xc8,
+	0x5d, 0x68, 0x9e, 0x30, 0x1a, 0xcb, 0x13, 0xdc, 0xac, 0xe5, 0x95, 0x11, 0xb9, 0x0f, 0x56, 0x4c,
+	0x85, 0x7c, 0xc4, 0x79, 0xc6, 0xb1, 0x61, 0xcb, 0x9b, 0x27, 0xd4, 0x68, 0x5c, 0x8f, 0xf1, 0xe2,
+	0x68, 0xe0, 0x94, 0x2d, 0x8c, 0x86, 0x06, 0xfd, 0x93, 0xbd, 0xcd, 0x37, 0x63, 0x6f, 0xeb, 0xff,
+	0xd9, 0xfb, 0xbc, 0x0e, 0xeb, 0x37, 0xf7, 0x31, 0xb7, 0xce, 0x5c, 0xb4, 0xee, 0x10, 0x9a, 0x31,
+	0x1d, 0xb1, 0xb8, 0x9a, 0xb3, 0xbb, 0x6e, 0x90, 0x71, 0xc9, 0xa6, 0xf9, 0xc8, 0xfd, 0x5a, 0xe5,
+	0x07, 0x63, 0x9a, 0x4b, 0xc6, 0x8f, 0xea, 0x6a, 0x39, 0xaf, 0xc4, 0x92, 0x07, 0xd0, 0xa1, 0x69,
+	0x9a, 0x49, 0x5c, 0x4c, 0xe0, 0xeb, 0xf1, 0x5f, 0xd4, 0x45, 0x82, 0xea, 0x45, 0xf5, 0xcc, 0xf0,
+	0x50, 0x4c, 0x4f, 0x07, 0x64, 0x00, 0x56, 0x39, 0xf9, 0x54, 0xe2, 0xd3, 0xf2, 0xba, 0xbe, 0xb6,
+	0x35, 0x6d, 0x20, 0xc9, 0xe7, 0xd0, 0x9e, 0x44, 0x9c, 0x8d, 0x95, 0xc2, 0x32, 0x27, 0xd3, 0x42,
+	0xd6, 0x40, 0x92, 0x47, 0xd0, 0xe1, 0x4c, 0x64, 0xf1, 0x99, 0xd6, 0x68, 0x2d, 0xa1, 0x01, 0x15,
+	0x71, 0x20, 0xc9, 0x63, 0x58, 0x55, 0x83, 0xe6, 0x0b, 0x96, 0x4a, 0xa5, 0xd3, 0x5e, 0x46, 0x47,
+	0x31, 0x87, 0x2c, 0x95, 0xba, 0x9d, 0x33, 0x1a, 0x47, 0x63, 0xbf, 0x48, 0x65, 0x14, 0xdb, 0xd6,
+	0x32, 0x32, 0x48, 0xfc, 0x4e, 0xf1, 0xc8, 0xb7, 0xb0, 0x79, 0xca, 0x58, 0xee, 0x4f, 0x22, 0x1e,
+	0xa5, 0xa1, 0x2f, 0xa2, 0x34, 0x60, 0x36, 0x2c, 0x21, 0x76, 0x47, 0xd1, 0x1f, 0x23, 0x7b, 0xa8,
+	0xc8, 0x07, 0x3f, 0x42, 0x43, 0x5d, 0x4d, 0x4e, 0x0e, 0xf5, 0x87, 0x20, 0x5b, 0xb7, 0xfc, 0x4f,
+	0xda, 0xd9, 0xbe, 0x99, 0x2c, 0x5f, 0x48, 0x83, 0x7c, 0x01, 0xd6, 0xf5, 0xc3, 0x49, 0xde, 0x2e,
+	0x41, 0x2f, 0xbf, 0xbc, 0x3b, 0xf6, 0xab, 0x85, 0x4a, 0xe1, 0xe8, 0xf0, 0xe2, 0xd2, 0x31, 0x9e,
+	0x5d, 0x3a, 0xc6, 0x8b, 0x4b, 0xc7, 0xfc, 0x69, 0xe6, 0x98, 0xbf, 0xce, 0x1c, 0xf3, 0xe9, 0xcc,
+	0x31, 0x2f, 0x66, 0x8e, 0xf9, 0xe7, 0xcc, 0x31, 0xff, 0x9a, 0x39, 0xc6, 0x8b, 0x99, 0x63, 0x3e,
+	0xb9, 0x72, 0x8c, 0x8b, 0x2b, 0xc7, 0x78, 0x76, 0xe5, 0x18, 0xa3, 0x26, 0xee, 0xf2, 0xa3, 0xbf,
+	0x03, 0x00, 0x00, 0xff, 0xff, 0x31, 0x07, 0xc0, 0x69, 0x8f, 0x08, 0x00, 0x00,
 }
 
 func (x RulesRequest_RuleType) String() string {
@@ -868,7 +881,7 @@ func (this *AlertStateDesc) Equal(that interface{}) bool {
 		return false
 	}
 	for i := range this.Labels {
-		if !this.Labels[i].Equal(that1.Labels[i]) {
+		if !this.Labels[i].Equal(&that1.Labels[i]) {
 			return false
 		}
 	}
@@ -876,7 +889,7 @@ func (this *AlertStateDesc) Equal(that interface{}) bool {
 		return false
 	}
 	for i := range this.Annotations {
-		if !this.Annotations[i].Equal(that1.Annotations[i]) {
+		if !this.Annotations[i].Equal(&that1.Annotations[i]) {
 			return false
 		}
 	}
@@ -994,8 +1007,20 @@ func (this *AlertStateDesc) GoString() string {
 	s := make([]string, 0, 14)
 	s = append(s, "&ruler.AlertStateDesc{")
 	s = append(s, "State: "+fmt.Sprintf("%#v", this.State)+",\n")
-	s = append(s, "Labels: "+fmt.Sprintf("%#v", this.Labels)+",\n")
-	s = append(s, "Annotations: "+fmt.Sprintf("%#v", this.Annotations)+",\n")
+	if this.Labels != nil {
+		vs := make([]*mimirpb.LabelAdapter, len(this.Labels))
+		for i := range vs {
+			vs[i] = &this.Labels[i]
+		}
+		s = append(s, "Labels: "+fmt.Sprintf("%#v", vs)+",\n")
+	}
+	if this.Annotations != nil {
+		vs := make([]*mimirpb.LabelAdapter, len(this.Annotations))
+		for i := range vs {
+			vs[i] = &this.Annotations[i]
+		}
+		s = append(s, "Annotations: "+fmt.Sprintf("%#v", vs)+",\n")
+	}
 	s = append(s, "Value: "+fmt.Sprintf("%#v", this.Value)+",\n")
 	s = append(s, "ActiveAt: "+fmt.Sprintf("%#v", this.ActiveAt)+",\n")
 	s = append(s, "FiredAt: "+fmt.Sprintf("%#v", this.FiredAt)+",\n")
@@ -1532,11 +1557,11 @@ func (m *AlertStateDesc) MarshalToSizedBuffer(dAtA []byte) (int, error) {
 	if len(m.Annotations) > 0 {
 		for iNdEx := len(m.Annotations) - 1; iNdEx >= 0; iNdEx-- {
 			{
-				size := m.Annotations[iNdEx].Size()
-				i -= size
-				if _, err := m.Annotations[iNdEx].MarshalTo(dAtA[i:]); err != nil {
+				size, err := m.Annotations[iNdEx].MarshalToSizedBuffer(dAtA[:i])
+				if err != nil {
 					return 0, err
 				}
+				i -= size
 				i = encodeVarintRuler(dAtA, i, uint64(size))
 			}
 			i--
@@ -1546,11 +1571,11 @@ func (m *AlertStateDesc) MarshalToSizedBuffer(dAtA []byte) (int, error) {
 	if len(m.Labels) > 0 {
 		for iNdEx := len(m.Labels) - 1; iNdEx >= 0; iNdEx-- {
 			{
-				size := m.Labels[iNdEx].Size()
-				i -= size
-				if _, err := m.Labels[iNdEx].MarshalTo(dAtA[i:]); err != nil {
+				size, err := m.Labels[iNdEx].MarshalToSizedBuffer(dAtA[:i])
+				if err != nil {
 					return 0, err
 				}
+				i -= size
 				i = encodeVarintRuler(dAtA, i, uint64(size))
 			}
 			i--
@@ -1854,10 +1879,20 @@ func (this *AlertStateDesc) String() string {
 	if this == nil {
 		return "nil"
 	}
+	repeatedStringForLabels := "[]LabelAdapter{"
+	for _, f := range this.Labels {
+		repeatedStringForLabels += fmt.Sprintf("%v", f) + ","
+	}
+	repeatedStringForLabels += "}"
+	repeatedStringForAnnotations := "[]LabelAdapter{"
+	for _, f := range this.Annotations {
+		repeatedStringForAnnotations += fmt.Sprintf("%v", f) + ","
+	}
+	repeatedStringForAnnotations += "}"
 	s := strings.Join([]string{`&AlertStateDesc{`,
 		`State:` + fmt.Sprintf("%v", this.State) + `,`,
-		`Labels:` + fmt.Sprintf("%v", this.Labels) + `,`,
-		`Annotations:` + fmt.Sprintf("%v", this.Annotations) + `,`,
+		`Labels:` + repeatedStringForLabels + `,`,
+		`Annotations:` + repeatedStringForAnnotations + `,`,
 		`Value:` + fmt.Sprintf("%v", this.Value) + `,`,
 		`ActiveAt:` + strings.Replace(strings.Replace(fmt.Sprintf("%v", this.ActiveAt), "Timestamp", "timestamppb.Timestamp", 1), `&`, ``, 1) + `,`,
 		`FiredAt:` + strings.Replace(strings.Replace(fmt.Sprintf("%v", this.FiredAt), "Timestamp", "timestamppb.Timestamp", 1), `&`, ``, 1) + `,`,
@@ -2905,7 +2940,7 @@ func (m *AlertStateDesc) Unmarshal(dAtA []byte) error {
 			if postIndex > l {
 				return io.ErrUnexpectedEOF
 			}
-			m.Labels = append(m.Labels, github_com_grafana_mimir_pkg_mimirpb.LabelAdapter{})
+			m.Labels = append(m.Labels, mimirpb.LabelAdapter{})
 			if err := m.Labels[len(m.Labels)-1].Unmarshal(dAtA[iNdEx:postIndex]); err != nil {
 				return err
 			}
@@ -2939,7 +2974,7 @@ func (m *AlertStateDesc) Unmarshal(dAtA []byte) error {
 			if postIndex > l {
 				return io.ErrUnexpectedEOF
 			}
-			m.Annotations = append(m.Annotations, github_com_grafana_mimir_pkg_mimirpb.LabelAdapter{})
+			m.Annotations = append(m.Annotations, mimirpb.LabelAdapter{})
 			if err := m.Annotations[len(m.Annotations)-1].Unmarshal(dAtA[iNdEx:postIndex]); err != nil {
 				return err
 			}
diff --git a/pkg/ruler/ruler.proto b/pkg/ruler/ruler.proto
index 0777b1f7250..9f876d84891 100644
--- a/pkg/ruler/ruler.proto
+++ b/pkg/ruler/ruler.proto
@@ -13,6 +13,7 @@ import "github.com/gogo/protobuf/gogoproto/gogo.proto";
 import "google/protobuf/duration.proto";
 import "google/protobuf/timestamp.proto";
 import "github.com/grafana/mimir/pkg/mimirpb/mimir.proto";
+import "github.com/grafana/mimir/pkg/mimirpb/mimir_custom_types.proto";
 import "github.com/grafana/mimir/pkg/ruler/rulespb/rules.proto";
 
 
@@ -76,14 +77,8 @@ message RuleStateDesc {
 
 message AlertStateDesc {
   string state = 1;
-  repeated cortexpb.LabelPair labels = 2 [
-    (gogoproto.nullable) = false,
-    (gogoproto.customtype) = "github.com/grafana/mimir/pkg/mimirpb.LabelAdapter"
-  ];
-  repeated cortexpb.LabelPair annotations = 3 [
-    (gogoproto.nullable) = false,
-    (gogoproto.customtype) = "github.com/grafana/mimir/pkg/mimirpb.LabelAdapter"
-  ];
+  repeated cortexpb.LabelAdapter labels = 2 [(gogoproto.nullable) = false];
+  repeated cortexpb.LabelAdapter annotations = 3 [(gogoproto.nullable) = false];
   double value = 4;
   google.protobuf.Timestamp active_at = 5
       [(gogoproto.nullable) = false, (gogoproto.stdtime) = true];
diff --git a/pkg/ruler/rulespb/rules.pb.go b/pkg/ruler/rulespb/rules.pb.go
index f5f5a11dbf7..15bb09ca513 100644
--- a/pkg/ruler/rulespb/rules.pb.go
+++ b/pkg/ruler/rulespb/rules.pb.go
@@ -9,8 +9,7 @@ import (
 	proto "github.com/gogo/protobuf/proto"
 	github_com_gogo_protobuf_types "github.com/gogo/protobuf/types"
 	types "github.com/gogo/protobuf/types"
-	_ "github.com/grafana/mimir/pkg/mimirpb"
-	github_com_grafana_mimir_pkg_mimirpb "github.com/grafana/mimir/pkg/mimirpb"
+	mimirpb "github.com/grafana/mimir/pkg/mimirpb"
 	_ "google.golang.org/protobuf/types/known/durationpb"
 	io "io"
 	math "math"
@@ -155,13 +154,13 @@ func (m *RuleGroupDesc) GetAlignEvaluationTimeOnInterval() bool {
 
 // RuleDesc is a proto representation of a Prometheus Rule
 type RuleDesc struct {
-	Expr          string                                              `protobuf:"bytes,1,opt,name=expr,proto3" json:"expr,omitempty"`
-	Record        string                                              `protobuf:"bytes,2,opt,name=record,proto3" json:"record,omitempty"`
-	Alert         string                                              `protobuf:"bytes,3,opt,name=alert,proto3" json:"alert,omitempty"`
-	For           time.Duration                                       `protobuf:"bytes,4,opt,name=for,proto3,stdduration" json:"for"`
-	KeepFiringFor time.Duration                                       `protobuf:"bytes,13,opt,name=keep_firing_for,json=keepFiringFor,proto3,stdduration" json:"keep_firing_for"`
-	Labels        []github_com_grafana_mimir_pkg_mimirpb.LabelAdapter `protobuf:"bytes,5,rep,name=labels,proto3,customtype=github.com/grafana/mimir/pkg/mimirpb.LabelAdapter" json:"labels"`
-	Annotations   []github_com_grafana_mimir_pkg_mimirpb.LabelAdapter `protobuf:"bytes,6,rep,name=annotations,proto3,customtype=github.com/grafana/mimir/pkg/mimirpb.LabelAdapter" json:"annotations"`
+	Expr          string                 `protobuf:"bytes,1,opt,name=expr,proto3" json:"expr,omitempty"`
+	Record        string                 `protobuf:"bytes,2,opt,name=record,proto3" json:"record,omitempty"`
+	Alert         string                 `protobuf:"bytes,3,opt,name=alert,proto3" json:"alert,omitempty"`
+	For           time.Duration          `protobuf:"bytes,4,opt,name=for,proto3,stdduration" json:"for"`
+	KeepFiringFor time.Duration          `protobuf:"bytes,13,opt,name=keep_firing_for,json=keepFiringFor,proto3,stdduration" json:"keep_firing_for"`
+	Labels        []mimirpb.LabelAdapter `protobuf:"bytes,5,rep,name=labels,proto3" json:"labels"`
+	Annotations   []mimirpb.LabelAdapter `protobuf:"bytes,6,rep,name=annotations,proto3" json:"annotations"`
 }
 
 func (m *RuleDesc) Reset()      { *m = RuleDesc{} }
@@ -231,6 +230,20 @@ func (m *RuleDesc) GetKeepFiringFor() time.Duration {
 	return 0
 }
 
+func (m *RuleDesc) GetLabels() []mimirpb.LabelAdapter {
+	if m != nil {
+		return m.Labels
+	}
+	return nil
+}
+
+func (m *RuleDesc) GetAnnotations() []mimirpb.LabelAdapter {
+	if m != nil {
+		return m.Annotations
+	}
+	return nil
+}
+
 func init() {
 	proto.RegisterType((*RuleGroupDesc)(nil), "rules.RuleGroupDesc")
 	proto.RegisterType((*RuleDesc)(nil), "rules.RuleDesc")
@@ -239,45 +252,45 @@ func init() {
 func init() { proto.RegisterFile("rules.proto", fileDescriptor_8e722d3e922f0937) }
 
 var fileDescriptor_8e722d3e922f0937 = []byte{
-	// 608 bytes of a gzipped FileDescriptorProto
-	0x1f, 0x8b, 0x08, 0x00, 0x00, 0x00, 0x00, 0x00, 0x02, 0xff, 0xb4, 0x53, 0x31, 0x6f, 0xd3, 0x40,
-	0x14, 0xb6, 0x89, 0x93, 0x3a, 0x17, 0xa2, 0x56, 0x47, 0x85, 0xdc, 0x0a, 0xae, 0xa1, 0x02, 0x29,
-	0x0b, 0x0e, 0x14, 0x31, 0x30, 0x20, 0xd4, 0xaa, 0x2d, 0x50, 0x40, 0x45, 0x56, 0x27, 0x96, 0xe8,
-	0x9c, 0x3e, 0x1b, 0xab, 0xce, 0xdd, 0x71, 0xb6, 0xab, 0x66, 0x63, 0x61, 0x67, 0xe4, 0x27, 0x30,
-	0xf2, 0x33, 0x3a, 0x76, 0xac, 0x18, 0x0a, 0x75, 0x17, 0xc6, 0xfe, 0x04, 0x74, 0x77, 0x4e, 0x1b,
-	0xca, 0x12, 0x06, 0xa6, 0x7b, 0xef, 0xde, 0xfb, 0xde, 0xfb, 0xee, 0x7b, 0xef, 0x50, 0x4b, 0x16,
-	0x29, 0x64, 0xbe, 0x90, 0x3c, 0xe7, 0xb8, 0xae, 0x9d, 0xc5, 0xfb, 0x71, 0x92, 0xbf, 0x2f, 0x42,
-	0x7f, 0xc0, 0x87, 0xbd, 0x98, 0xc7, 0xbc, 0xa7, 0xa3, 0x61, 0x11, 0x69, 0x4f, 0x3b, 0xda, 0x32,
-	0xa8, 0x45, 0x12, 0x73, 0x1e, 0xa7, 0x70, 0x99, 0xb5, 0x5b, 0x48, 0x9a, 0x27, 0x9c, 0x55, 0xf1,
-	0x85, 0xab, 0x71, 0xca, 0x46, 0x55, 0xe8, 0xc1, 0x64, 0x27, 0x49, 0x23, 0xca, 0x68, 0x6f, 0x98,
-	0x0c, 0x13, 0xd9, 0x13, 0x7b, 0xb1, 0xb1, 0x44, 0x68, 0x4e, 0x83, 0x58, 0xfe, 0xe4, 0xa0, 0x76,
-	0x50, 0xa4, 0xf0, 0x5c, 0xf2, 0x42, 0xac, 0x43, 0x36, 0xc0, 0x18, 0x39, 0x8c, 0x0e, 0xc1, 0xb3,
-	0x3b, 0x76, 0xb7, 0x19, 0x68, 0x1b, 0xdf, 0x42, 0x4d, 0x75, 0x66, 0x82, 0x0e, 0xc0, 0xbb, 0xa6,
-	0x03, 0x97, 0x17, 0xf8, 0x19, 0x72, 0x13, 0x96, 0x83, 0xdc, 0xa7, 0xa9, 0x57, 0xeb, 0xd8, 0xdd,
-	0xd6, 0xca, 0x82, 0x6f, 0x38, 0xfa, 0x63, 0x8e, 0xfe, 0x7a, 0xf5, 0x86, 0x35, 0xf7, 0xf0, 0x64,
-	0xc9, 0xfa, 0xf2, 0x63, 0xc9, 0x0e, 0x2e, 0x40, 0xf8, 0x1e, 0x32, 0x4a, 0x79, 0x4e, 0xa7, 0xd6,
-	0x6d, 0xad, 0xcc, 0xfa, 0x46, 0x44, 0xc5, 0x4b, 0x51, 0x0a, 0x4c, 0x54, 0x31, 0x2b, 0x32, 0x90,
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+	// 604 bytes of a gzipped FileDescriptorProto
+	0x1f, 0x8b, 0x08, 0x00, 0x00, 0x00, 0x00, 0x00, 0x02, 0xff, 0x94, 0x52, 0x4f, 0x4f, 0xd4, 0x40,
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+	0x6c, 0x5a, 0xaa, 0x80, 0xd7, 0x60, 0xf1, 0x73, 0xd4, 0xa3, 0x8c, 0x71, 0x49, 0xeb, 0xa3, 0xea,
+	0x4c, 0x41, 0xbd, 0x49, 0xd0, 0xa2, 0xf6, 0x37, 0xd7, 0x4f, 0xcf, 0x89, 0x71, 0x76, 0x4e, 0x8c,
+	0xcb, 0x73, 0x62, 0x7e, 0xaa, 0x88, 0xf9, 0xad, 0x22, 0xe6, 0x49, 0x45, 0xcc, 0xd3, 0x8a, 0x98,
+	0xbf, 0x2a, 0x62, 0xfe, 0xae, 0x88, 0x71, 0x59, 0x11, 0xf3, 0xcb, 0x05, 0x31, 0x4e, 0x2f, 0x88,
+	0x71, 0x76, 0x41, 0x8c, 0xf7, 0xb3, 0xfa, 0xce, 0xf3, 0x20, 0xe8, 0xe8, 0x31, 0x9f, 0xfc, 0x09,
+	0x00, 0x00, 0xff, 0xff, 0x25, 0xfa, 0xaa, 0x7e, 0x8d, 0x04, 0x00, 0x00,
 }
 
 func (this *RuleGroupDesc) Equal(that interface{}) bool {
@@ -384,7 +397,7 @@ func (this *RuleDesc) Equal(that interface{}) bool {
 		return false
 	}
 	for i := range this.Labels {
-		if !this.Labels[i].Equal(that1.Labels[i]) {
+		if !this.Labels[i].Equal(&that1.Labels[i]) {
 			return false
 		}
 	}
@@ -392,7 +405,7 @@ func (this *RuleDesc) Equal(that interface{}) bool {
 		return false
 	}
 	for i := range this.Annotations {
-		if !this.Annotations[i].Equal(that1.Annotations[i]) {
+		if !this.Annotations[i].Equal(&that1.Annotations[i]) {
 			return false
 		}
 	}
@@ -432,8 +445,20 @@ func (this *RuleDesc) GoString() string {
 	s = append(s, "Alert: "+fmt.Sprintf("%#v", this.Alert)+",\n")
 	s = append(s, "For: "+fmt.Sprintf("%#v", this.For)+",\n")
 	s = append(s, "KeepFiringFor: "+fmt.Sprintf("%#v", this.KeepFiringFor)+",\n")
-	s = append(s, "Labels: "+fmt.Sprintf("%#v", this.Labels)+",\n")
-	s = append(s, "Annotations: "+fmt.Sprintf("%#v", this.Annotations)+",\n")
+	if this.Labels != nil {
+		vs := make([]*mimirpb.LabelAdapter, len(this.Labels))
+		for i := range vs {
+			vs[i] = &this.Labels[i]
+		}
+		s = append(s, "Labels: "+fmt.Sprintf("%#v", vs)+",\n")
+	}
+	if this.Annotations != nil {
+		vs := make([]*mimirpb.LabelAdapter, len(this.Annotations))
+		for i := range vs {
+			vs[i] = &this.Annotations[i]
+		}
+		s = append(s, "Annotations: "+fmt.Sprintf("%#v", vs)+",\n")
+	}
 	s = append(s, "}")
 	return strings.Join(s, "")
 }
@@ -591,11 +616,11 @@ func (m *RuleDesc) MarshalToSizedBuffer(dAtA []byte) (int, error) {
 	if len(m.Annotations) > 0 {
 		for iNdEx := len(m.Annotations) - 1; iNdEx >= 0; iNdEx-- {
 			{
-				size := m.Annotations[iNdEx].Size()
-				i -= size
-				if _, err := m.Annotations[iNdEx].MarshalTo(dAtA[i:]); err != nil {
+				size, err := m.Annotations[iNdEx].MarshalToSizedBuffer(dAtA[:i])
+				if err != nil {
 					return 0, err
 				}
+				i -= size
 				i = encodeVarintRules(dAtA, i, uint64(size))
 			}
 			i--
@@ -605,11 +630,11 @@ func (m *RuleDesc) MarshalToSizedBuffer(dAtA []byte) (int, error) {
 	if len(m.Labels) > 0 {
 		for iNdEx := len(m.Labels) - 1; iNdEx >= 0; iNdEx-- {
 			{
-				size := m.Labels[iNdEx].Size()
-				i -= size
-				if _, err := m.Labels[iNdEx].MarshalTo(dAtA[i:]); err != nil {
+				size, err := m.Labels[iNdEx].MarshalToSizedBuffer(dAtA[:i])
+				if err != nil {
 					return 0, err
 				}
+				i -= size
 				i = encodeVarintRules(dAtA, i, uint64(size))
 			}
 			i--
@@ -783,13 +808,23 @@ func (this *RuleDesc) String() string {
 	if this == nil {
 		return "nil"
 	}
+	repeatedStringForLabels := "[]LabelAdapter{"
+	for _, f := range this.Labels {
+		repeatedStringForLabels += fmt.Sprintf("%v", f) + ","
+	}
+	repeatedStringForLabels += "}"
+	repeatedStringForAnnotations := "[]LabelAdapter{"
+	for _, f := range this.Annotations {
+		repeatedStringForAnnotations += fmt.Sprintf("%v", f) + ","
+	}
+	repeatedStringForAnnotations += "}"
 	s := strings.Join([]string{`&RuleDesc{`,
 		`Expr:` + fmt.Sprintf("%v", this.Expr) + `,`,
 		`Record:` + fmt.Sprintf("%v", this.Record) + `,`,
 		`Alert:` + fmt.Sprintf("%v", this.Alert) + `,`,
 		`For:` + strings.Replace(strings.Replace(fmt.Sprintf("%v", this.For), "Duration", "durationpb.Duration", 1), `&`, ``, 1) + `,`,
-		`Labels:` + fmt.Sprintf("%v", this.Labels) + `,`,
-		`Annotations:` + fmt.Sprintf("%v", this.Annotations) + `,`,
+		`Labels:` + repeatedStringForLabels + `,`,
+		`Annotations:` + repeatedStringForAnnotations + `,`,
 		`KeepFiringFor:` + strings.Replace(strings.Replace(fmt.Sprintf("%v", this.KeepFiringFor), "Duration", "durationpb.Duration", 1), `&`, ``, 1) + `,`,
 		`}`,
 	}, "")
@@ -1358,7 +1393,7 @@ func (m *RuleDesc) Unmarshal(dAtA []byte) error {
 			if postIndex > l {
 				return io.ErrUnexpectedEOF
 			}
-			m.Labels = append(m.Labels, github_com_grafana_mimir_pkg_mimirpb.LabelAdapter{})
+			m.Labels = append(m.Labels, mimirpb.LabelAdapter{})
 			if err := m.Labels[len(m.Labels)-1].Unmarshal(dAtA[iNdEx:postIndex]); err != nil {
 				return err
 			}
@@ -1392,7 +1427,7 @@ func (m *RuleDesc) Unmarshal(dAtA []byte) error {
 			if postIndex > l {
 				return io.ErrUnexpectedEOF
 			}
-			m.Annotations = append(m.Annotations, github_com_grafana_mimir_pkg_mimirpb.LabelAdapter{})
+			m.Annotations = append(m.Annotations, mimirpb.LabelAdapter{})
 			if err := m.Annotations[len(m.Annotations)-1].Unmarshal(dAtA[iNdEx:postIndex]); err != nil {
 				return err
 			}
diff --git a/pkg/ruler/rulespb/rules.proto b/pkg/ruler/rulespb/rules.proto
index 0bcdfd05e56..583121bfb1f 100644
--- a/pkg/ruler/rulespb/rules.proto
+++ b/pkg/ruler/rulespb/rules.proto
@@ -13,6 +13,7 @@ import "github.com/gogo/protobuf/gogoproto/gogo.proto";
 import "google/protobuf/duration.proto";
 import "google/protobuf/any.proto";
 import "github.com/grafana/mimir/pkg/mimirpb/mimir.proto";
+import "github.com/grafana/mimir/pkg/mimirpb/mimir_custom_types.proto";
 
 option (gogoproto.marshaler_all) = true;
 option (gogoproto.unmarshaler_all) = true;
@@ -47,12 +48,6 @@ message RuleDesc {
   string alert = 3;
   google.protobuf.Duration for = 4 [(gogoproto.nullable) = false,(gogoproto.stdduration) = true];
   google.protobuf.Duration keep_firing_for = 13 [(gogoproto.nullable) = false,(gogoproto.stdduration) = true];
-  repeated cortexpb.LabelPair labels = 5 [
-    (gogoproto.nullable) = false,
-    (gogoproto.customtype) = "github.com/grafana/mimir/pkg/mimirpb.LabelAdapter"
-  ];
-  repeated cortexpb.LabelPair annotations = 6 [
-    (gogoproto.nullable) = false,
-    (gogoproto.customtype) = "github.com/grafana/mimir/pkg/mimirpb.LabelAdapter"
-  ];
+  repeated cortexpb.LabelAdapter labels = 5 [(gogoproto.nullable) = false];
+  repeated cortexpb.LabelAdapter annotations = 6 [(gogoproto.nullable) = false];
 }
diff --git a/pkg/storegateway/storepb/cache.pb.go b/pkg/storegateway/storepb/cache.pb.go
index 5e8a1298335..c705a138589 100644
--- a/pkg/storegateway/storepb/cache.pb.go
+++ b/pkg/storegateway/storepb/cache.pb.go
@@ -72,26 +72,27 @@ func init() {
 func init() { proto.RegisterFile("cache.proto", fileDescriptor_5fca3b110c9bbf3a) }
 
 var fileDescriptor_5fca3b110c9bbf3a = []byte{
-	// 303 bytes of a gzipped FileDescriptorProto
-	0x1f, 0x8b, 0x08, 0x00, 0x00, 0x00, 0x00, 0x00, 0x02, 0xff, 0x8c, 0x90, 0x31, 0x4f, 0x02, 0x31,
-	0x1c, 0xc5, 0x5b, 0x39, 0x90, 0x1c, 0x0c, 0x17, 0x5c, 0x08, 0xc3, 0x1f, 0xe2, 0xc4, 0xe2, 0x1d,
-	0xd1, 0xc5, 0x51, 0x31, 0x2e, 0x24, 0x26, 0x04, 0x37, 0xb7, 0xb6, 0xd7, 0x3b, 0xaa, 0x70, 0xbd,
-	0xb4, 0x25, 0x71, 0xf4, 0x23, 0xf8, 0x31, 0xfc, 0x14, 0xce, 0x8c, 0x8c, 0xc4, 0x81, 0x78, 0xbd,
-	0xc5, 0x91, 0x8f, 0x60, 0xe8, 0x39, 0x38, 0x38, 0x38, 0xf5, 0xbd, 0xbc, 0xf7, 0xfa, 0x4b, 0xfe,
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-	0x59, 0x2a, 0xcc, 0x7c, 0x45, 0x43, 0x26, 0x97, 0x51, 0x2a, 0x53, 0x19, 0xb9, 0x98, 0xae, 0x12,
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-	0x85, 0x8a, 0xf2, 0xa7, 0xb4, 0x52, 0x39, 0xad, 0xde, 0x6a, 0x71, 0xfa, 0x8e, 0xfd, 0xf6, 0xcd,
-	0x01, 0x1c, 0xdf, 0x73, 0x25, 0xb8, 0xee, 0x3c, 0xfa, 0x0d, 0xed, 0x54, 0x17, 0x0f, 0x6a, 0xc3,
-	0xd6, 0x79, 0x10, 0x32, 0xa9, 0x0c, 0x7f, 0xce, 0x69, 0x78, 0xc7, 0x8d, 0x12, 0x6c, 0x7c, 0xb5,
-	0xde, 0xf5, 0xd1, 0xc7, 0xae, 0x7f, 0xf9, 0x1f, 0x58, 0x38, 0x55, 0x9c, 0x2c, 0x16, 0x92, 0x11,
-	0x23, 0xb2, 0xb4, 0xfa, 0x61, 0xf6, 0x43, 0xe8, 0x8c, 0xfc, 0x93, 0x58, 0x24, 0xc9, 0x6d, 0xc6,
-	0x64, 0xcc, 0xe3, 0xa9, 0xd4, 0x87, 0x8e, 0xee, 0xd6, 0x07, 0x78, 0xd8, 0x9e, 0xfd, 0x15, 0x4d,
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 }
 
 func (this *CachedSeries) Equal(that interface{}) bool {
diff --git a/pkg/storegateway/storepb/cache.proto b/pkg/storegateway/storepb/cache.proto
index eea39defb1a..5d4e2d5d59a 100644
--- a/pkg/storegateway/storepb/cache.proto
+++ b/pkg/storegateway/storepb/cache.proto
@@ -8,6 +8,7 @@ option go_package = "storepb";
 
 import "github.com/gogo/protobuf/gogoproto/gogo.proto";
 import "github.com/grafana/mimir/pkg/mimirpb/mimir.proto";
+import "github.com/grafana/mimir/pkg/mimirpb/mimir_custom_types.proto";
 
 option (gogoproto.sizer_all) = true;
 option (gogoproto.marshaler_all) = true;
diff --git a/pkg/storegateway/storepb/rpc.pb.go b/pkg/storegateway/storepb/rpc.pb.go
index 763f925f01d..76daada1e0c 100644
--- a/pkg/storegateway/storepb/rpc.pb.go
+++ b/pkg/storegateway/storepb/rpc.pb.go
@@ -8,6 +8,7 @@ import (
 	_ "github.com/gogo/protobuf/gogoproto"
 	proto "github.com/gogo/protobuf/proto"
 	types "github.com/gogo/protobuf/types"
+	_ "github.com/grafana/mimir/pkg/mimirpb"
 	io "io"
 	math "math"
 	math_bits "math/bits"
@@ -449,54 +450,56 @@ func init() {
 func init() { proto.RegisterFile("rpc.proto", fileDescriptor_77a6da22d6a3feb1) }
 
 var fileDescriptor_77a6da22d6a3feb1 = []byte{
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+	0x74, 0x06, 0x00, 0x00,
 }
 
 func (this *SeriesRequest) Equal(that interface{}) bool {
diff --git a/pkg/storegateway/storepb/rpc.proto b/pkg/storegateway/storepb/rpc.proto
index e8a4404fc7b..155bb2a5f09 100644
--- a/pkg/storegateway/storepb/rpc.proto
+++ b/pkg/storegateway/storepb/rpc.proto
@@ -7,6 +7,7 @@ syntax = "proto3";
 package thanos;
 
 import "types.proto";
+import "github.com/grafana/mimir/pkg/mimirpb/mimir_custom_types.proto";
 import "github.com/gogo/protobuf/gogoproto/gogo.proto";
 import "google/protobuf/any.proto";
 
diff --git a/pkg/storegateway/storepb/types.pb.go b/pkg/storegateway/storepb/types.pb.go
index 59b78b88a11..a4660f4641a 100644
--- a/pkg/storegateway/storepb/types.pb.go
+++ b/pkg/storegateway/storepb/types.pb.go
@@ -7,8 +7,8 @@ import (
 	fmt "fmt"
 	_ "github.com/gogo/protobuf/gogoproto"
 	proto "github.com/gogo/protobuf/proto"
-	_ "github.com/grafana/mimir/pkg/mimirpb"
 	github_com_grafana_mimir_pkg_mimirpb "github.com/grafana/mimir/pkg/mimirpb"
+	mimirpb "github.com/grafana/mimir/pkg/mimirpb"
 	io "io"
 	math "math"
 	math_bits "math/bits"
@@ -117,8 +117,8 @@ func (m *Chunk) XXX_DiscardUnknown() {
 var xxx_messageInfo_Chunk proto.InternalMessageInfo
 
 type Series struct {
-	Labels []github_com_grafana_mimir_pkg_mimirpb.LabelAdapter `protobuf:"bytes,1,rep,name=labels,proto3,customtype=github.com/grafana/mimir/pkg/mimirpb.LabelAdapter" json:"labels"`
-	Chunks []AggrChunk                                         `protobuf:"bytes,2,rep,name=chunks,proto3" json:"chunks"`
+	Labels []mimirpb.LabelAdapter `protobuf:"bytes,1,rep,name=labels,proto3" json:"labels"`
+	Chunks []AggrChunk            `protobuf:"bytes,2,rep,name=chunks,proto3" json:"chunks"`
 }
 
 func (m *Series) Reset()      { *m = Series{} }
@@ -154,7 +154,7 @@ func (m *Series) XXX_DiscardUnknown() {
 var xxx_messageInfo_Series proto.InternalMessageInfo
 
 type StreamingSeries struct {
-	Labels []github_com_grafana_mimir_pkg_mimirpb.LabelAdapter `protobuf:"bytes,1,rep,name=labels,proto3,customtype=github.com/grafana/mimir/pkg/mimirpb.LabelAdapter" json:"labels"`
+	Labels []mimirpb.LabelAdapter `protobuf:"bytes,1,rep,name=labels,proto3" json:"labels"`
 }
 
 func (m *StreamingSeries) Reset()      { *m = StreamingSeries{} }
@@ -429,52 +429,52 @@ func init() {
 func init() { proto.RegisterFile("types.proto", fileDescriptor_d938547f84707355) }
 
 var fileDescriptor_d938547f84707355 = []byte{
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+	0xb6, 0x98, 0xd3, 0x3a, 0xd0, 0x15, 0x54, 0x86, 0xfa, 0x8d, 0xe4, 0x8b, 0xd6, 0x81, 0x0e, 0x6e,
+	0x51, 0xed, 0x96, 0x9e, 0xb9, 0x4d, 0xb5, 0x5b, 0x7a, 0xb6, 0xb9, 0x7d, 0x3a, 0x36, 0x94, 0xb3,
+	0xb1, 0xa1, 0x9c, 0x8f, 0x0d, 0xe5, 0x6a, 0x6c, 0x80, 0x8f, 0x13, 0x03, 0x7c, 0x99, 0x18, 0xe0,
+	0x74, 0x62, 0x80, 0xb3, 0x89, 0x01, 0x7e, 0x4c, 0x0c, 0xf0, 0x73, 0x62, 0x28, 0x57, 0x13, 0x03,
+	0x7c, 0xbe, 0x34, 0x94, 0xb3, 0x4b, 0x43, 0x39, 0xbf, 0x34, 0x94, 0x37, 0x05, 0xc6, 0xc3, 0x98,
+	0x44, 0x9d, 0x4e, 0x5e, 0x7c, 0xa4, 0x1e, 0xfe, 0x0a, 0x00, 0x00, 0xff, 0xff, 0x33, 0xc9, 0x37,
+	0xb8, 0x5b, 0x05, 0x00, 0x00,
 }
 
 func (x Chunk_Encoding) String() string {
@@ -541,7 +541,7 @@ func (this *Series) Equal(that interface{}) bool {
 		return false
 	}
 	for i := range this.Labels {
-		if !this.Labels[i].Equal(that1.Labels[i]) {
+		if !this.Labels[i].Equal(&that1.Labels[i]) {
 			return false
 		}
 	}
@@ -578,7 +578,7 @@ func (this *StreamingSeries) Equal(that interface{}) bool {
 		return false
 	}
 	for i := range this.Labels {
-		if !this.Labels[i].Equal(that1.Labels[i]) {
+		if !this.Labels[i].Equal(&that1.Labels[i]) {
 			return false
 		}
 	}
@@ -778,7 +778,13 @@ func (this *Series) GoString() string {
 	}
 	s := make([]string, 0, 6)
 	s = append(s, "&storepb.Series{")
-	s = append(s, "Labels: "+fmt.Sprintf("%#v", this.Labels)+",\n")
+	if this.Labels != nil {
+		vs := make([]*mimirpb.LabelAdapter, len(this.Labels))
+		for i := range vs {
+			vs[i] = &this.Labels[i]
+		}
+		s = append(s, "Labels: "+fmt.Sprintf("%#v", vs)+",\n")
+	}
 	if this.Chunks != nil {
 		vs := make([]*AggrChunk, len(this.Chunks))
 		for i := range vs {
@@ -795,7 +801,13 @@ func (this *StreamingSeries) GoString() string {
 	}
 	s := make([]string, 0, 5)
 	s = append(s, "&storepb.StreamingSeries{")
-	s = append(s, "Labels: "+fmt.Sprintf("%#v", this.Labels)+",\n")
+	if this.Labels != nil {
+		vs := make([]*mimirpb.LabelAdapter, len(this.Labels))
+		for i := range vs {
+			vs[i] = &this.Labels[i]
+		}
+		s = append(s, "Labels: "+fmt.Sprintf("%#v", vs)+",\n")
+	}
 	s = append(s, "}")
 	return strings.Join(s, "")
 }
@@ -958,11 +970,11 @@ func (m *Series) MarshalToSizedBuffer(dAtA []byte) (int, error) {
 	if len(m.Labels) > 0 {
 		for iNdEx := len(m.Labels) - 1; iNdEx >= 0; iNdEx-- {
 			{
-				size := m.Labels[iNdEx].Size()
-				i -= size
-				if _, err := m.Labels[iNdEx].MarshalTo(dAtA[i:]); err != nil {
+				size, err := m.Labels[iNdEx].MarshalToSizedBuffer(dAtA[:i])
+				if err != nil {
 					return 0, err
 				}
+				i -= size
 				i = encodeVarintTypes(dAtA, i, uint64(size))
 			}
 			i--
@@ -995,11 +1007,11 @@ func (m *StreamingSeries) MarshalToSizedBuffer(dAtA []byte) (int, error) {
 	if len(m.Labels) > 0 {
 		for iNdEx := len(m.Labels) - 1; iNdEx >= 0; iNdEx-- {
 			{
-				size := m.Labels[iNdEx].Size()
-				i -= size
-				if _, err := m.Labels[iNdEx].MarshalTo(dAtA[i:]); err != nil {
+				size, err := m.Labels[iNdEx].MarshalToSizedBuffer(dAtA[:i])
+				if err != nil {
 					return 0, err
 				}
+				i -= size
 				i = encodeVarintTypes(dAtA, i, uint64(size))
 			}
 			i--
@@ -1430,13 +1442,18 @@ func (this *Series) String() string {
 	if this == nil {
 		return "nil"
 	}
+	repeatedStringForLabels := "[]LabelAdapter{"
+	for _, f := range this.Labels {
+		repeatedStringForLabels += fmt.Sprintf("%v", f) + ","
+	}
+	repeatedStringForLabels += "}"
 	repeatedStringForChunks := "[]AggrChunk{"
 	for _, f := range this.Chunks {
 		repeatedStringForChunks += strings.Replace(strings.Replace(f.String(), "AggrChunk", "AggrChunk", 1), `&`, ``, 1) + ","
 	}
 	repeatedStringForChunks += "}"
 	s := strings.Join([]string{`&Series{`,
-		`Labels:` + fmt.Sprintf("%v", this.Labels) + `,`,
+		`Labels:` + repeatedStringForLabels + `,`,
 		`Chunks:` + repeatedStringForChunks + `,`,
 		`}`,
 	}, "")
@@ -1446,8 +1463,13 @@ func (this *StreamingSeries) String() string {
 	if this == nil {
 		return "nil"
 	}
+	repeatedStringForLabels := "[]LabelAdapter{"
+	for _, f := range this.Labels {
+		repeatedStringForLabels += fmt.Sprintf("%v", f) + ","
+	}
+	repeatedStringForLabels += "}"
 	s := strings.Join([]string{`&StreamingSeries{`,
-		`Labels:` + fmt.Sprintf("%v", this.Labels) + `,`,
+		`Labels:` + repeatedStringForLabels + `,`,
 		`}`,
 	}, "")
 	return s
@@ -1704,7 +1726,7 @@ func (m *Series) Unmarshal(dAtA []byte) error {
 			if postIndex > l {
 				return io.ErrUnexpectedEOF
 			}
-			m.Labels = append(m.Labels, github_com_grafana_mimir_pkg_mimirpb.LabelAdapter{})
+			m.Labels = append(m.Labels, mimirpb.LabelAdapter{})
 			if err := m.Labels[len(m.Labels)-1].Unmarshal(dAtA[iNdEx:postIndex]); err != nil {
 				return err
 			}
@@ -1825,7 +1847,7 @@ func (m *StreamingSeries) Unmarshal(dAtA []byte) error {
 			if postIndex > l {
 				return io.ErrUnexpectedEOF
 			}
-			m.Labels = append(m.Labels, github_com_grafana_mimir_pkg_mimirpb.LabelAdapter{})
+			m.Labels = append(m.Labels, mimirpb.LabelAdapter{})
 			if err := m.Labels[len(m.Labels)-1].Unmarshal(dAtA[iNdEx:postIndex]); err != nil {
 				return err
 			}
diff --git a/pkg/storegateway/storepb/types.proto b/pkg/storegateway/storepb/types.proto
index 0baeaf78d8a..f394538f676 100644
--- a/pkg/storegateway/storepb/types.proto
+++ b/pkg/storegateway/storepb/types.proto
@@ -10,6 +10,7 @@ option go_package = "storepb";
 
 import "github.com/gogo/protobuf/gogoproto/gogo.proto";
 import "github.com/grafana/mimir/pkg/mimirpb/mimir.proto";
+import "github.com/grafana/mimir/pkg/mimirpb/mimir_custom_types.proto";
 
 option (gogoproto.sizer_all) = true;
 option (gogoproto.marshaler_all) = true;
@@ -33,12 +34,12 @@ message Chunk {
 }
 
 message Series {
-  repeated cortexpb.LabelPair labels      = 1 [(gogoproto.nullable) = false, (gogoproto.customtype) = "github.com/grafana/mimir/pkg/mimirpb.LabelAdapter"];
+  repeated cortexpb.LabelAdapter labels      = 1 [(gogoproto.nullable) = false];
   repeated AggrChunk chunks  = 2 [(gogoproto.nullable) = false];
 }
 
 message StreamingSeries {
-  repeated cortexpb.LabelPair labels  = 1 [(gogoproto.nullable) = false, (gogoproto.customtype) = "github.com/grafana/mimir/pkg/mimirpb.LabelAdapter"];
+  repeated cortexpb.LabelAdapter labels  = 1 [(gogoproto.nullable) = false];
 }
 
 message StreamingSeriesBatch {