Abstract: The invention disclosed is a fish attractant release device and methods therefore. The device has a housing having at least a first chamber which can hold a fish attracting substance. There is at least one fish attracting substance discharge aperture, and a valve member to seal the discharge aperture. A biasing means at least in part within the housing, urges the valve means into sealing engagement with the discharge aperture to a desired pressure. When in use, an increase in hydrostatic water pressure external of the housing causes unseating of the valve member from the sealing engagement with the discharge aperture, once the desired pressure is met. This then permits the fish attracting substance to discharge via the discharge aperture.