It creates runnable Java application that has a .dmg extension on osx. For windows, you'll need to change <executable> path and -appclass value.

pom.xml

<project xmlns="http://maven.apache.org/POM/4.0.0" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"
  xsi:schemaLocation="http://maven.apache.org/POM/4.0.0 http://maven.apache.org/xsd/maven-4.0.0.xsd">
  <modelVersion>4.0.0</modelVersion>

  <groupId>com.company</groupId>
  <artifactId>Executable</artifactId>
  <version>1.0-SNAPSHOT</version>
  <packaging>jar</packaging>

  <name>Create-Executable</name>

  <properties>
    <project.build.sourceEncoding>UTF-8</project.build.sourceEncoding>
    <mainClass>com.company.App</mainClass>
  </properties>

  <build>
    <plugins>
      <!-- https://maven.apache.org/plugins/maven-shade-plugin/examples/executable-jar.html -->
      <plugin>
        <groupId>org.apache.maven.plugins</groupId>
        <artifactId>maven-shade-plugin</artifactId>
        <version>2.4.2</version>
        <executions>
          <execution>
            <phase>package</phase>
            <goals>
              <goal>shade</goal>
            </goals>
            <configuration>
              <transformers>
                <transformer implementation="org.apache.maven.plugins.shade.resource.ManifestResourceTransformer">
                  <mainClass>${mainClass}</mainClass>
                </transformer>
              </transformers>
            </configuration>
          </execution>
        </executions>
      </plugin>
      <!-- https://dzone.com/articles/creating-executable-uber-jar’s -->
      <plugin>
        <groupId>org.codehaus.mojo</groupId>
        <artifactId>exec-maven-plugin</artifactId>
        <version>1.4.0</version>
        <executions>
          <execution>
            <phase>package</phase>
            <goals>
              <goal>exec</goal>
            </goals>
            <configuration>
              <executable>
                ${java.home}/../bin/javapackager <!-- for osx. -->
              </executable>
              <arguments>
                <argument>-deploy</argument>
                <argument>-Bruntime=${java.home}</argument>
                <argument>-native</argument>
                <argument>image</argument>
                <argument>-appclass</argument>
                <argument>${mainClass}</argument>
                <argument>-srcfiles</argument>
                <argument>${project.build.directory}/${artifactId}-${version}.jar</argument>
                <argument>-outdir</argument>
                <argument>${project.build.directory}</argument>
                <argument>-outfile</argument>
                <argument>${project.artifactId}-${project.version}-app</argument>
                <argument>-v</argument>
              </arguments>
            </configuration>
          </execution>
        </executions>
      </plugin>
    </plugins>
  </build>

</project>