Loonen Founder Rethinks Bottled Water After Spring Search

Clara Sieg, co-founder and CEO of premium water brand Loonen, spent six months traveling the United States in search of a flawless natural spring before launching her company. What she discovered reshaped her entire approach to the business, according to a recent interview on the One Day with Jon Bier podcast.

No Source Was Truly Perfect

Sieg initially planned to bottle water only from a spring that met strict purity standards. Instead, she found that every source she tested came with some drawback, whether naturally occurring contaminants like arsenic and radium or seasonal changes tied to weather and land use. Rather than continuing her search indefinitely, she concluded that pairing a strong natural source with advanced filtration was the better path forward. That insight became the foundation of Loonen, which sources mountain spring water, filters it without chemical disinfectants, and restores its natural mineral content before bottling.

Glass Packaging and Design Details

Sieg made glass bottling non-negotiable, arguing that even aluminum and cardboard alternatives typically rely on plastic linings. She also redesigned bottle features many brands overlook, including a wider spout for easier pouring and a shape that fits standard cup holders. For the brand’s sparkling water, her team engineered a “bubble breaker” to soften carbonation.

The approach has attracted attention without traditional celebrity marketing deals. Justin Bieber and Dua Lipa have both been seen drinking Loonen, which Sieg attributes to genuine product appeal rather than paid promotion.

Loonen has recently expanded into Sprouts stores and Amazon nationwide, with growing distribution in New York. The company is also preparing a smaller single-serve bottle and aims for national distribution by year’s end, though Sieg acknowledges her brand alone won’t fix broader water infrastructure challenges.