Abstract: A carrier for fishing lures includes a cylindrical tube having a plurality of holes along the side wall. A hook of a fishing lure may be inserted into any of the holes and positively retained when the carrier is in its normal substantially vertical position due to gravity. The shank of the lure hook will likewise depend downward to lie substantially parallel to the major axis of the cylindrical tube, and cannot be removed from the hole due to the abutting of the hook shank against the side of the tube. However, when the tube is swung to a horizontal position and twisted so the lure hook retaining holes face vertically upward, the hook shank will fall to a vertical position due to gravity to be perpendicular to the major axis of the tube. Due to the relatively small diameter of the tube, the hook may then be lifted from the retaining hole in the tube for use, or a lure may be installed for storage in the tube.