diff --git a/frontend/src/component/feature/FeatureStrategy/FeatureStrategyForm/FeatureStrategyForm.tsx b/frontend/src/component/feature/FeatureStrategy/FeatureStrategyForm/FeatureStrategyForm.tsx
index 72814d19dd..caf3e68b72 100644
--- a/frontend/src/component/feature/FeatureStrategy/FeatureStrategyForm/FeatureStrategyForm.tsx
+++ b/frontend/src/component/feature/FeatureStrategy/FeatureStrategyForm/FeatureStrategyForm.tsx
@@ -258,7 +258,6 @@ export const FeatureStrategyForm = ({
             <StyledHr />
             <ConditionallyRender
                 condition={
-                    Boolean(uiConfig?.flags?.strategyVariant) &&
                     strategy.parameters != null &&
                     'stickiness' in strategy.parameters
                 }
diff --git a/frontend/src/component/feature/FeatureView/FeatureVariants/FeatureEnvironmentVariants/FeatureEnvironmentVariants.tsx b/frontend/src/component/feature/FeatureView/FeatureVariants/FeatureEnvironmentVariants/FeatureEnvironmentVariants.tsx
index 92fb88a9c8..1f4d13b56a 100644
--- a/frontend/src/component/feature/FeatureView/FeatureVariants/FeatureEnvironmentVariants/FeatureEnvironmentVariants.tsx
+++ b/frontend/src/component/feature/FeatureView/FeatureVariants/FeatureEnvironmentVariants/FeatureEnvironmentVariants.tsx
@@ -29,7 +29,6 @@ import PermissionIconButton from 'component/common/PermissionIconButton/Permissi
 import { Edit } from '@mui/icons-material';
 import { VariantInfoAlert } from 'component/common/VariantInfoAlert/VariantInfoAlert';
 import { StrategyVariantsPreferredAlert } from 'component/common/StrategyVariantsUpgradeAlert/StrategyVariantsUpgradeAlert';
-import useUiConfig from 'hooks/api/getters/useUiConfig/useUiConfig';
 
 const StyledButtonContainer = styled('div')(({ theme }) => ({
     display: 'flex',
@@ -37,7 +36,6 @@ const StyledButtonContainer = styled('div')(({ theme }) => ({
 }));
 
 export const FeatureEnvironmentVariants = () => {
-    const { uiConfig } = useUiConfig();
     const { setToastData, setToastApiError } = useToast();
     const theme = useTheme();
     const isSmallScreen = useMediaQuery(theme.breakpoints.down('md'));
@@ -267,11 +265,7 @@ export const FeatureEnvironmentVariants = () => {
             }
         >
             <VariantInfoAlert mode="feature" />
-            <ConditionallyRender
-                condition={Boolean(uiConfig?.flags?.strategyVariant)}
-                show={<StrategyVariantsPreferredAlert />}
-            />
-
+            <StrategyVariantsPreferredAlert />
             {environments.map(environment => {
                 const otherEnvsWithVariants = environments.filter(
                     ({ name, variants }) =>
diff --git a/frontend/src/component/project/Project/ProjectSettings/ProjectDefaultStrategySettings/ProjectEnvironment/ProjectEnvironmentDefaultStrategy/ProjectDefaultStrategyForm.tsx b/frontend/src/component/project/Project/ProjectSettings/ProjectDefaultStrategySettings/ProjectEnvironment/ProjectEnvironmentDefaultStrategy/ProjectDefaultStrategyForm.tsx
index 323da5c1da..ace7f08ffe 100644
--- a/frontend/src/component/project/Project/ProjectSettings/ProjectDefaultStrategySettings/ProjectEnvironment/ProjectEnvironmentDefaultStrategy/ProjectDefaultStrategyForm.tsx
+++ b/frontend/src/component/project/Project/ProjectSettings/ProjectDefaultStrategySettings/ProjectEnvironment/ProjectEnvironmentDefaultStrategy/ProjectDefaultStrategyForm.tsx
@@ -182,7 +182,6 @@ export const ProjectDefaultStrategyForm = ({
             />
             <ConditionallyRender
                 condition={
-                    Boolean(uiConfig?.flags?.strategyVariant) &&
                     strategy.parameters != null &&
                     'stickiness' in strategy.parameters
                 }
diff --git a/src/lib/__snapshots__/create-config.test.ts.snap b/src/lib/__snapshots__/create-config.test.ts.snap
index aa86c82008..e081071d2a 100644
--- a/src/lib/__snapshots__/create-config.test.ts.snap
+++ b/src/lib/__snapshots__/create-config.test.ts.snap
@@ -97,7 +97,6 @@ exports[`should create default config 1`] = `
       "proPlanAutoCharge": false,
       "responseTimeWithAppNameKillSwitch": false,
       "slackAppAddon": false,
-      "strategyVariant": false,
       "strictSchemaValidation": false,
     },
   },
@@ -132,7 +131,6 @@ exports[`should create default config 1`] = `
       "proPlanAutoCharge": false,
       "responseTimeWithAppNameKillSwitch": false,
       "slackAppAddon": false,
-      "strategyVariant": false,
       "strictSchemaValidation": false,
     },
     "externalResolver": {
diff --git a/src/lib/db/feature-toggle-client-store.ts b/src/lib/db/feature-toggle-client-store.ts
index af7e88afc5..1e4b8845ca 100644
--- a/src/lib/db/feature-toggle-client-store.ts
+++ b/src/lib/db/feature-toggle-client-store.ts
@@ -253,9 +253,7 @@ export default class FeatureToggleClientStore
             parameters: mapValues(row.parameters || {}, ensureStringValue),
             sortOrder: row.sort_order,
         };
-        if (this.flagResolver.isEnabled('strategyVariant')) {
-            strategy.variants = row.strategy_variants || [];
-        }
+        strategy.variants = row.strategy_variants || [];
         return strategy;
     }
 
diff --git a/src/lib/features/playground/advanced-playground.test.ts b/src/lib/features/playground/advanced-playground.test.ts
index 91e1828485..bf53d177f9 100644
--- a/src/lib/features/playground/advanced-playground.test.ts
+++ b/src/lib/features/playground/advanced-playground.test.ts
@@ -10,9 +10,7 @@ let app: IUnleashTest;
 let db: ITestDb;
 
 beforeAll(async () => {
-    db = await dbInit('advanced_playground', getLogger, {
-        experimental: { flags: { strategyVariant: true } },
-    });
+    db = await dbInit('advanced_playground', getLogger);
     app = await setupAppWithCustomConfig(
         db.stores,
         {
diff --git a/src/lib/services/feature-toggle-service.ts b/src/lib/services/feature-toggle-service.ts
index a2393bccf4..fe527b7f45 100644
--- a/src/lib/services/feature-toggle-service.ts
+++ b/src/lib/services/feature-toggle-service.ts
@@ -398,12 +398,10 @@ class FeatureToggleService {
             disabled: featureStrategy.disabled,
             constraints: featureStrategy.constraints || [],
             parameters: featureStrategy.parameters,
+            sortOrder: featureStrategy.sortOrder,
             segments: segments.map((segment) => segment.id) ?? [],
         };
 
-        if (this.flagResolver.isEnabled('strategyVariant')) {
-            result.sortOrder = featureStrategy.sortOrder;
-        }
         return result;
     }
 
@@ -460,39 +458,37 @@ class FeatureToggleService {
                 );
             }),
         );
-        if (this.flagResolver.isEnabled('strategyVariant')) {
-            const newOrder = (
-                await this.getStrategiesForEnvironment(
-                    project,
-                    featureName,
-                    environment,
-                )
-            )
-                .sort((strategy1, strategy2) => {
-                    if (
-                        typeof strategy1.sortOrder === 'number' &&
-                        typeof strategy2.sortOrder === 'number'
-                    ) {
-                        return strategy1.sortOrder - strategy2.sortOrder;
-                    }
-                    return 0;
-                })
-                .map((strategy) => strategy.id);
-
-            const eventData: StrategyIds = { strategyIds: newOrder };
-
-            const tags = await this.tagStore.getAllTagsForFeature(featureName);
-            const event = new StrategiesOrderChangedEvent({
+        const newOrder = (
+            await this.getStrategiesForEnvironment(
+                project,
                 featureName,
                 environment,
-                project,
-                createdBy,
-                preData: eventPreData,
-                data: eventData,
-                tags: tags,
-            });
-            await this.eventStore.store(event);
-        }
+            )
+        )
+            .sort((strategy1, strategy2) => {
+                if (
+                    typeof strategy1.sortOrder === 'number' &&
+                    typeof strategy2.sortOrder === 'number'
+                ) {
+                    return strategy1.sortOrder - strategy2.sortOrder;
+                }
+                return 0;
+            })
+            .map((strategy) => strategy.id);
+
+        const eventData: StrategyIds = { strategyIds: newOrder };
+
+        const tags = await this.tagStore.getAllTagsForFeature(featureName);
+        const event = new StrategiesOrderChangedEvent({
+            featureName,
+            environment,
+            project,
+            createdBy,
+            preData: eventPreData,
+            data: eventData,
+            tags: tags,
+        });
+        await this.eventStore.store(event);
     }
 
     async createStrategy(
@@ -1226,7 +1222,7 @@ class FeatureToggleService {
             segments: [],
             title: strategy.title,
             disabled: strategy.disabled,
-            // FIXME: Should we return sortOrder here, or adjust OpenAPI?
+            sortOrder: strategy.sortOrder,
         };
 
         if (segments && segments.length > 0) {
diff --git a/src/lib/types/experimental.ts b/src/lib/types/experimental.ts
index 830780b5ae..e044ad81af 100644
--- a/src/lib/types/experimental.ts
+++ b/src/lib/types/experimental.ts
@@ -20,7 +20,6 @@ export type IFlagKey =
     | 'disableBulkToggle'
     | 'disableNotifications'
     | 'advancedPlayground'
-    | 'strategyVariant'
     | 'slackAppAddon'
     | 'filterInvalidClientMetrics'
     | 'lastSeenByEnvironment'
@@ -96,10 +95,6 @@ const flags: IFlags = {
         process.env.DISABLE_NOTIFICATIONS,
         false,
     ),
-    strategyVariant: parseEnvVarBoolean(
-        process.env.UNLEASH_STRATEGY_VARIANT,
-        false,
-    ),
     slackAppAddon: parseEnvVarBoolean(
         process.env.UNLEASH_SLACK_APP_ADDON,
         false,
diff --git a/src/server-dev.ts b/src/server-dev.ts
index 237baa38cc..0de7336306 100644
--- a/src/server-dev.ts
+++ b/src/server-dev.ts
@@ -37,7 +37,6 @@ process.nextTick(async () => {
                         embedProxyFrontend: true,
                         anonymiseEventLog: false,
                         responseTimeWithAppNameKillSwitch: false,
-                        strategyVariant: true,
                         slackAppAddon: true,
                         lastSeenByEnvironment: true,
                         newApplicationList: true,