This should make it all work. :)

.gitlab-ci.yml

@@ -22,7 +22,7 @@ variables:
   # As of Maven 3.3.0 instead of this you may define these options in `.mvn/maven.config` so the same config is used
   # when running from the command line.
   # `installAtEnd` and `deployAtEnd`are only effective with recent version of the corresponding plugins.
-  MAVEN_CLI_OPTS: "--batch-mode --errors --fail-at-end --show-version -DinstallAtEnd=true -DdeployAtEnd=true -Dproject.rev=`git describe`"
+  MAVEN_CLI_OPTS: "--batch-mode --errors --fail-at-end --show-version -DinstallAtEnd=true -DdeployAtEnd=true -Dgit-rev=\"`git describe`\""
 
 # Cache downloaded dependencies and plugins between builds.
 # To keep cache across branches add 'key: "$CI_JOB_REF_NAME"'

pom.xml

@@ -20,7 +20,7 @@
 		<project.build.sourceEncoding>UTF-8</project.build.sourceEncoding>
 		<maven.compiler.source>1.8</maven.compiler.source>
 		<maven.compiler.target>1.8</maven.compiler.target>
-		<rev>${project.version}</rev>
+		<rev>${git-rev}</rev>
 	</properties>
 
 	<distributionManagement>