As of version 3.3.X, Maven renamed mvn.bat to mvn.cmd. This is fixed in the maven-release-plugin version 2.5.2: MRELEASE-902
They suggest adding the following section in case the fixed plugin version is not picked up automatically:
<build>
<plugins>
<plugin>
<groupId>org.apache.maven.plugins</groupId>
<artifactId>maven-release-plugin</artifactId>
<version>2.5.1</version>
<dependencies>
<dependency>
<groupId>org.apache.maven.shared</groupId>
<artifactId>maven-invoker</artifactId>
<version>2.2</version>
</dependency>
</dependencies>
</plugin>
</plugins>
</build>