The goals for the Shade Plugin are bound to the package phase in the build lifecycle.
mvn package
<project>
...
<build>
<plugins>
<plugin>
<groupId>org.apache.maven.plugins</groupId>
<artifactId>maven-shade-plugin</artifactId>
<version>1.4</version>
<configuration>
<!-- put your configurations here -->
</configuration>
</plugin>
</plugins>
</build>
...
</project>