Prepare pom.xml for building releases outside of master repository

This pull request allows building releases outside of master which is mission critical for us to provide fast bugfixes for our products.

We will create the releases in our local development repository and send a pull request when everything has settled down.

The only concern I'm having is that I don't know if the branch is also contained within the pull request. I guess you will have to fetch it from this fork.
I guess git fetch --tags should do the trick..