If you don't want to use the tabu package you can define a \rowstyle command together with supporting column types + and = as follows:
\documentclass{article}
\usepackage{array}
\usepackage{xcolor}
\makeatletter
\newcommand*{\@rowstyle}{}
\newcommand*{\rowstyle}[1]{% sets the style of the next row
\gdef\@rowstyle{#1}%
\@rowstyle\ignorespaces%
}
\newcolumntype{=}{% resets the row style
>{\gdef\@rowstyle{}}%
}
\newcolumntype{+}{% adds the current row style to the next column
>{\@rowstyle}%
}
\makeatother
\begin{document}
\begin{tabular}{ =l | +l +l +l +l }
\rowstyle{\color{red}}
& 1 & 2 & 3 & 4 \\
\hline
1 & A & B & C & D \\
2 & A & B & C & D \\
3 & A & B & C & D \\
4 & A & B & C & D \\
\end{tabular}
\end{document}