A dispenser for dispensing a fish attracting liquid during a fishing experience at the discretion of an angler. The dispenser includes a housing having a portion that is hollow and a reservoir for containing a fish attracting liquid defined in the hollow portion of the housing and including a wall in common with the housing. The wall in common with the reservoir and the housing have at least one hole in communication with the housing exterior. An elongated plunger mounted in the reservoir has a portion extending outside the housing and the plunger has a piston fixed thereto intermediate its ends with a first face of the piston for contacting the fish attracting liquid in the reservoir and a second face for contacting the wall in common with the reservoir. A device is manually operable by an angler for causing the plunger to be pushed into the reservoir to force fish attracting liquid out of at least one through hole extending from the first face to the second face of the piston. The forced out liquid mixes with ambient water and passes out of the housing via at least one hole in communication with the housing exterior.
