kieServer s2i build fails at KieServerContainerVerifier on OpenShift

Issue

When deploying kie-server with immutable kieServer template, s2i build fails with the following stack.

 INFO Attempting to verify kie server containers with 'java org.kie.server.services.impl.KieServerContainerVerifier  com.sample.rules:1.0.0-SNAPSHOT'
[main] WARN org.appformer.maven.integration.embedder.MavenSettings - Environment variable M2_HOME is not set
[main] ERROR org.kie.server.services.impl.KieServerContainerVerifier - Cannot find KieModule: com.sample.rules:1.0.0-SNAPSHOT
java.lang.RuntimeException: Cannot find KieModule: com.sample.rules:1.0.0-SNAPSHOT
        at org.drools.compiler.kie.builder.impl.KieServicesImpl.newKieContainer(KieServicesImpl.java:186)
        at org.drools.compiler.kie.builder.impl.KieServicesImpl.newKieContainer(KieServicesImpl.java:172)
        at org.kie.server.services.impl.KieServerContainerVerifier.verify(KieServerContainerVerifier.java:65)
        at org.kie.server.services.impl.KieServerContainerVerifier.verify(KieServerContainerVerifier.java:53)
        at org.kie.server.services.impl.KieServerContainerVerifier.verify(KieServerContainerVerifier.java:40)
        at org.kie.server.services.impl.KieServerContainerVerifier.main(KieServerContainerVerifier.java:119)
        at org.kie.server.services.impl.KieServerContainerVerifier.main(KieServerContainerVerifier.java:101)
        at org.jboss.modules.Module.run(Module.java:352)
        at org.jboss.modules.Module.run(Module.java:320)
        at org.jboss.modules.Main.main(Main.java:593)

What is a cause of this ERROR? How should this be fixed?