feat(deploy-release): streamlining deployment and releasing

[fritzvd]

To run this.

Checkout branch mv deploy folder to something else e.g.:

 mv deploy deploy_bak

Fetch the git submodule

 git submodule init

copy the group_vars (that are gitignored anyway) back

cp deploy_bak/group_vars/* deploy/group_vars/

[gijs]

Thx @fritzvd