Convert row value in column in sql

CREATE TABLE #Product(Cust VARCHAR(25), Product VARCHAR(20), QTY INT)

-- Inserting Data into Table
INSERT INTO #Product(Cust, Product, QTY)
VALUES('KATE','VEG',2)
INSERT INTO #Product(Cust, Product, QTY)
VALUES('KATE','SODA',6)
INSERT INTO #Product(Cust, Product, QTY)
VALUES('KATE','MILK',1)
INSERT INTO #Product(Cust, Product, QTY)
VALUES('KATE','BEER',12)
INSERT INTO #Product(Cust, Product, QTY)
VALUES('FRED','MILK',3)
INSERT INTO #Product(Cust, Product, QTY)
VALUES('FRED','BEER',24)
INSERT INTO #Product(Cust, Product, QTY)
VALUES('KATE','VEG',3)

SELECT *
FROM #Product

--First Example : 
SELECT PRODUCT, FRED, KATE
FROM (
SELECT CUST, PRODUCT, QTY
FROM #Product) up
PIVOT (SUM(QTY) FOR CUST IN (FRED, KATE)) AS pvt
ORDER BY PRODUCT

--Second Example : 
SELECT CUST, VEG, SODA, MILK, BEER, CHIPS
FROM (
SELECT CUST, PRODUCT, QTY
FROM #Product) up
PIVOT (SUM(QTY) FOR PRODUCT IN (VEG, SODA, MILK, BEER, CHIPS)) AS pvt
ORDER BY CUST