Easy:
I added the following plugin:
<plugin>
<groupId>org.apache.maven.plugins</groupId>
<artifactId>maven-war-plugin</artifactId>
<configuration>
<webResources>
<webResource>
<directory>${basedir}/src/main/webapp/WEB-INF</directory>
<includes>
<include>web.xml</include>
</includes>
<targetPath>WEB-INF</targetPath>
<filtering>true</filtering>
</webResource>
</webResources>
</configuration>
</plugin>
and then the following context-param:
<context-param>
<param-name>com.mycompany.version</param-name>
<param-value>${pom.version}</param-value>
</context-param>
That did the trick!
Thanks maven,
Julien.