It appears that the Maven plugin is not currently compatible with Maven when it is installed using the Chocolatey / Nuget package managers. The reason for this is that the package managers will generate a shim executable (mvn.exe) that points at the installed version of Maven, and it does not appear that the Maven plugin recognizes this.

Recent versions of Windows support a framework for package managers (https://www.howtogeek.com/200334/windows-10-includes-a-linux-style-package-manager-named-oneget/) for installing software in a manner similar to that of apt-get/yum on Linux. This framework allows Chocolatey / Nuget to be easily used as the backend repositories, so this seems like something that will be seeing more widespread use in the coming months (especially in configuration management scripts when setting up new hosts)