The application of S-ABA enantiomer to clusters of poor pigmentation cultivars can improve grape color. The aim of this study was to assess whether S-ABA applied to clusters of the new hybrid ‘BRS Melodia’ seedless grape can improve its color characteristics and to evaluate the consumer acceptance. The following treatments were evaluated: Control; S-ABA at 200 mg·L−1 7 days after veraison (DAV); S-ABA at 400 mg·L−1 7 DAV; S-ABA at 200 mg·L−1 7 DAV + 200 mg·L−1 21 DAV; and S-ABA at 400 mg·L−1 7 DAV + 400 mg·L−1 21 DAV. To apply the treatments, clusters were sprayed using a backpack sprayer until runoff. The exogenous application of S-ABA significantly improves the color of berries of ‘BRS Melodia’ seedless grape, particularly at a concentration of 400 mg·L−1 in two applications, at 7 DAV and 21 DAV, resulting in clusters with greater consumer acceptance through visual-sensory analysis. Regardless of concentration or application timing, there was no change in the physicochemical characteristics of the berries or clusters, nor in the number of shoots per cane or clusters per shoot in the season after its application.