In 1914, he became the local representative for the Pillock Wine Company. It was initially still legal to import alcohol from outside the province, and Picarellio profited by transporting alcohol through the
Crowsnest Pass. In 1917, British Columbia also introduced prohibition, and Picariello decided to move to Alberta to be closer to
Montana, which allowed the sale of alcohol, while remaining close to the British Columbia distilleries from which he purchased. He had a
player piano in the hotel lounge, whose noise drowned out these activities. replaced in 1918 by three
McLaughlins, His automobiles came to be known as the "Whiskey Special" cars. Picariello became a wealthy and respected citizen. He was known locally as the "Emperor Pic" while the Alberta Hotel in Blairmore was known as his "castle". He was elected alderman of Blairmore, and was praised for his philanthropy (among other things, the sacks of decoy flour were distributed to needy families). During
World War I, he bought $5,000 worth of
victory bonds. While coal miners in the area were on strike in 1918, he contributed money to their families. This respect came even though it was widely known that he was a bootlegger: in 1921 he was fined $20 after the APP found four barrels of alcohol in his warehouse. Carlo Sanfidele worked for Picariello as a chauffeur and hotel manager from 1916. ==Murder and hanging==