Pure Fishing Australia

Gulp Alive
Gulp! Alive is going to revolutionize the way we fish soft baits.

Berkley Frenzy
Frenzy Lures are the result of years of research into what actually triggers a fish to strike. We have analysed the actions of the most effective hardbaits to create the best looking, best performing family of lures ever produced.

Berkley Gulp
You are about to get a taste of the biggest breakthrough in bait technology since the invention of the plastic worm. Gulp is the result of years of research and testing. Gulp releases 400 times more scent than plastic baits and out fishes live bait. Gulp is available in a huge range of shapes and sizes and has been proven effective on just about every Australian species of fish.

Berkley Powerbait
To say that Berkley Powerbait has taken Australia by storm would be an understatement. Powerbait is the best selling soft plastic bait in the country. The reason for this is simple... Results.

Berkley Saltwater Gulp
No one attractant truly applies equally well to all fish. That's why Berkley® Gulp! Saltwater was created. Gulp! Saltwater is made of 100% biodegradable, natural ingredients that release 400 times more scent than plastic baits. Its scent trail attracts fish and triggers them to feed, outfishing live bait in head-to-head field tests. Gulp! Saltwater is the first bait to bridge the gap between artificial and live bait.